This interesting read about corporate culture from the team at 99u.com recommends a branding approach to determine your values at work. It's a "this/not that" exercise whereby the description of a brand is more fully fleshed out when it's described in this paired combination. The author recommends selecting a descriptor of when you were doing "great work" and pairing it with a more mediocre period. For example: curious, not knowing; step forward, not hold back; and loose, not tight. ... Let's take a look at this in the context of an email program...
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Email Marketing Redefined: Service With a Side of Sales
February 18, 2013
From Debra Ellis
The multichannel marketplace has blurred the line between service and sales. People expect to get answers to their questions while they are shopping and on-demand after an order is placed. Redirecting them to another channel or platform for pre-sale and post-order information has a negative effect on the buying experience and long-term loyalty