PROJECT GOAL
Develop a brand identity that positions Hallmark Flowers as the expert in online floral gift giving while maintaining equity in Hallmark as the endorser and trusted leader in personal expression.

PROJECT BACKGROUND
The home-delivery floral gift market has been rapidly changing in recent years with the growth of the Internet. Instead of working with the traditional local florist in town or out-of-town through FTD network, consumers today can work directly with retailers online. Consumers are also looking for ways to make their floral gifts an extension of their personal expression, adding more sentiment and “specialness” through packaging and enclosed greeting cards. Online floral retailers also have another advantage over traditional florists—their flowers are fresher. Most traditional florists buy their flowers from a broker who buys from the grower. Online retailers buy directly from the grower, adding another week of freshness and a superior, longer-lasting bouquet. Hallmark, the expert in personal expression, saw an opportunity in this changing market and decided to launch Hallmark Flowers, a brand of online floral gifts.

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