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November's Top Reads

Category: Strategy & Insights
27 Nov 2019
Read time: 1 MIN
Each month, Matter Of Form’s founder and CEO, Anant, curates his favourite reads.
Written By
MOF Team
MOF Team

This November spans sustainability, digital nationalism, balancing branding and conversion, and the more multi-sensory sides of branding.

The icy side of Luxe.

This Skift article on the impact of temperature on the perception of luxury rings true to a theme at MOF at the moment. We’re working hard to incorporate multisensory branding into our current projects, including an exciting transformation of a resort group in Thailand, where we’re looking at light ambience, sound and smell. 

Adidas takes the Brand Vs. Conversion balance too far.

Our proposition at MOF is centred around the notion of balancing long term brand building decisions with data-driven, conversion optimised money-making ones. This confession from Addidas on taking a conversion-only approach too far is a fable worth a read.

Taking cues on loyalty from a new breed of brand

Loyalty means many things. This CB Insights article is full of some practical examples of how to engender the good spirits of customers by offering something back that’s truly meaningful and on-brand.

A take on sustainability from the man leading the fray.

Sustainability is big on our agenda at MOF. We’re increasingly helping organisations think about what forms of sustainability they can deliver on with integrity. In fact, in our Luxury 2020 report due in early 2020, we’re developing a special feature on sustainability. Look out for it next year. In the meantime, Patagonia’s founder shares his views on how he’s battled to make his supply chain the best it can be.

The Rising Threat of Digital Nationalism.

We’re intrigued by the impact of digital on community building, and what that means for our in-person relationships and sense of belonging. We’re in strange times, with people increasingly bound by ‘tribe’ not country. Or is that just a liberal ‘internet of one’ phenomenon. This Wall Street Journal take pulls apart digital nationalism.

About Matter of Form Group

Established in 2018, the Matter Of Form Group is a collection of four award-winning agencies united and bound together by a common set of ideas and values centred around the mantra ‘Make Change Effective’.

The group consists of Matter Of Form, FORM Commerce, Diffusion Digital and Experience Haus with clients spanning the property and real estate, retail, travel and hospitality, wellness, lifestyle, third sector, B2B sectors and beyond. Some of these brands include Aman Resorts, Belmond, Cadogan Estates, Corbin and King, Landmark Properties, Mary Katrantzou, Monique Lhuillier, Shanghai Tang, Shangri-La, The Rug Company, UNICEF, World Economic Forum, Karen Millen, Breitling, Savitri Foundation, Joel Robuchon, Lindblad Expeditions, The Collective, The School of Life & Thanos Hotel Group.

If you’d like to discuss how the Matter Of Form Group partner to provide strategic design and tech services, please get in touch via to arrange a time to speak with our team of consultants or visit Press and Media enquiries, please contact Emma Blackmore, Group Marketing Director:

MOF Team

Published by MOF Team

We are a London-based Brand & Experience Design Agency delivering second-to-none experiences for forward-thinking luxury brands with something to say.