What all businesses can learn from the small shoe shop around the corner

The shop is in the Outremont neighbourhood of Montreal. I stumbled upon it accidentally, by turning the corner, walked in and was immediately greeted. It's a small shoe shop specializing in quality children's shoes. The lady lets you browse and, when you're ready, she personalizes the experience, asking: How old is your son? What is … Continue reading What all businesses can learn from the small shoe shop around the corner →

3 (relatively) simple ways to personalize mass emails—including a story formula

Whether you’re a local art gallery sending out your monthly newsletter, or a financial services institution communicating with one thousand clients, the same can apply. We’ve heard it before: the inbox is today’s gold mine. Think about it. It’s a personal space, secured by a password, that people take the time to review (and even … Continue reading 3 (relatively) simple ways to personalize mass emails—including a story formula →

The best brands seek to change lives using their network, and so should yours

The best brands speak about more than just themselves. The best brands use their network to promote change and make a difference. Frankly, the best brands act as humans, have a face, and help others. YSL's Abuse is Not Love Campaign YSL’s recent Abuse is Not Love campaign does exactly that. I spotted it in … Continue reading The best brands seek to change lives using their network, and so should yours →