[thenewbtg]

Personally, there are a select few brands from whom I enjoy reading unsolicited emails.

They have proven themselves to me and I like them on an irrationally human level.

What bothers me, however, is when the other 99.9% of the brands I interact with automatically assume that they are the 0.1%.

Yes, it's possible and acceptable to have that kind of relationship between a client/business, but the problem becomes when a brand believes that they can control that relationship, or define it themselves, or simply assume that it exists.