American Greetings Finds the Words Amid the Difficult Moments of Love

By Angela Natividad | Adweek|

It is very, very hard to be a greeting card company in the digital age, where we don’t even have time to open our e-cards. (They’re usually just full of inanely grinning dancing heads anyway, so…)

But never mind that. So many of the most important things we have to say—take “I love you,” for example—are made cheap by repetition. But we rely so heavily on language that it’s easy to ignore the silences between us that are pregnant with significance, often because the words we could use to express them haven’t been shared yet.

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