Hallmark innovation exec on retail pop-ups and new brands
By Patricia Riedman Yeager, Contributing Writer
Say the word “Hallmark” and it conjures up very powerful brand associations around greeting cards, retail environments, and cable TV fare.
Patti Streeper’s job at the $3.9 billion company is to help Hallmark cultivate businesses that may not fit with the 105-year old company’s current image — but ones that speak to new groups of customers. We spoke with her about two examples: Easy, Tiger, a line of offbeat cards targeted at Millennials, and 5 Points, a pop-up retail concept that Hallmark launched last year.... continued ...