Mary's leading card was her charm. She played it time and again to good effect.

A leading greeting-card and gift company that we spoke with is one of many that have set up an online community -- a site where it can talk to consumers and the consumers can talk to each other.

This has led to the rise of Co-Brand and affinity CARDS - where the card design is related to the "affinity" (a university or professional society, for example) leading to higher card usage.