Back in the late 1990s when sending e-cards took off, Hallmark, king of the greeting cards, was faced with a difficult decision: let other companies rule the online space with free e-cards or enter into the space itself. Would such a move devalue its cards? Would it damage its premium brand?Hallmark reacted first by expanding its online collection and then including free e-cards alongside those priced at a low fee. By offering one of the largest and most diverse high-quality selections online, it was both competitive and stayed true to its brand. By positioning the brand as the source to go to for all cards, it put the company at the forefront of consumers' minds - online and retail.Now, once again, technology is changing the playing field, and Hallmark is poised to score. Hallmark Mobile Greetings, available via a downloadable app to a cell phone, can be sent for 99 cents and allow instant communication with an anywhere/anytime mentality.Like the expansion of its e-card offerings, Hallmark is not counting on the mobile cards to replace its in-store business. Instead, the company sees it as a way to be more accessible to customers and keep the brand relevant.By evaluating emerging media spaces as communication evolves - so will your brand.