This month, our CEO’s been getting his teeth into the rising threat of digital nationalism, the perennial balance between branding and conversion (and how it can go too far), and the icy side of luxe.
Each month, Matter Of Form’s founder and CEO, Anant, curates his favourite reads. 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.