American Greetings may sell greeting cards, but, with their "Connections Build Us" platform, what they are really selling is improved mental and physical well-being. The head-fake with the tier-one athletes doing their brutal workouts only to learn that human connections are more effective in health and wellness is effective. Brand linkage: American Greetings believes "When we build connections, connections build us." Building a platform upon a human truth like this gives the brand and its product a larger and more significant role in our lives. The result of this kind of "human truth" brand idea is your advertising becomes more than just advertising.

Source: Forbes December 31, 2018 18:45 UTC