Hallmark has anchored much of their brand around Christmas, capitalizing on the appeal of their ornaments and romantic holiday movies. They have decided to leverage this success and attempt to extend it into February with their “Loveuary” campaign. “Loveuary” features a new collection of movies on the Hallmark Channel, “Where Love Happens.”
It’s an example of a Bright Spot that Dan Heath promoted in Reset — finding something that is working and replicating it. If cheesy rom-coms are popular, why not produce more of them? If February is about love, who better to provide the cards with mushy messages? Unlike many brands these days, it’s a natural tie-in that actually promotes the core product.
Is there a Bright Spot in your organization that could be expanded with some love?








