"Being creative and playing with your content during the holidays is a great idea. But straying too far from your fundamental brand (from address, logo, etc.) can be a dangerous game. Your recipients need to be able to recognize you during this busy time of year."

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There are five kinds of incendiary attack: The first is called setting fire to personnel; the second, to stores; the third, to transport vehicles and equipment; the fourth, to munitions; the fifth, to supply installations...In all cases an army must understand the changes induced by the five kinds of incendiary attack, and make use of logistical calculations to address them.

— Sun Tzu