In September 2009, I rather excitedly wrote about my new pair of Doctor Marten Shoes. I loved them so much that I wore them almost every day. I polished them, I cleaned them, I genuinely loved them.
But this Christmas, disaster struck. The sole split on the left shoe and the welt came away from the sole on the front, making me squeak as I walked and giving me wet socks every time I went outside in the rain. Not nice.
So, in steps our hero Dave Mercer, Customer services supremo at Soletrader. A few emails later and my obviously faulty shoes were sent back to them for his attention. Looking good so far.
The result?
A new pair arrive at my office by return post and a genuinely warm feeling towards Soletrader. It must be pretty tough going being a shoe retailer in a tight market, so to still give this level of service is exceptional.
Thanks Dave. I wish all retailers were as good as you guys.
Johnny Lyle's new brand thinking 
Did your mother tell you it is very unlucky to put your new shoes on the table; especially if Holly catches you….