pick a voice & go all in

One way to get noticed in the Black Friday madness is to identify your brand voice and stick to it. Moosejaw, the outdoor apparel and gear retailer, has a distinct identity it doesn't stray from: Moosejaw Madness.  The madness includes a casual and irreverent style, straight talk and humor at every turn.  The emails so entertaining, Moosejaw gets to break rules by sending paragraphs of text: we'll read it because they're fun.  Great job, guys.