How 2 Brothers Built a Greeting Cards Colossus and a Brand Synonymous With Mother’s Day

Hall siblings’ 'mark of quality' gave the company its name: Hallmark

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This is the time of year to observe a curious springtime phenomenon. (And no, it’s not just the equinox sun crossing the celestial equator.) Head over to any pharmacy or big box store and you can watch it: Scores of adults standing in the greeting card aisle, reading every Mother’s Day card on the rack until they find the right one.

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This story first appeared in the May 8, 2017, issue of Adweek magazine. Click here to subscribe.

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