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.