Notes
What we observe, learn and feel like sharing.
Axel Rozental joins Mamoot.
Axel joins Mamoot to strengthen our technical expertise and enrich our creative approach to digital projects.
Performance culture: identity, community and brand opportunities.
Sport has become a social language. Events like Hyrox bring together thousands of participants, while Strava connects millions of athletes around the world. For a generation used to sharing everything online, effort and discipline have become stories worth telling. Health is no longer just about survival — it's about living better, at your own pace, with tools and rituals accessible to everyone.
Wallonia & Brussels: Get up to 70% of your digital transformation funded.
You are an SME in Wallonia or Brussels. You know your business needs a real digital strategy, a high-performing website, or a solid infrastructure. But budgets are tight and priorities keep piling up. What if the Region could fund 50% to 70% of your project?
Brand love is not built from a checklist.
There is a fairly common temptation in branding: turning brand love into a list of best practices. Consistent storytelling. Clearly stated values. An engaged community. A recognisable identity. All of that can help build a strong brand. But none of it explains why some brands end up genuinely mattering to people. Attachment to a brand is built over time, through the product, the experiences, the way the company behaves and the bonds it creates with its users. That is also what makes it hard to manufacture. You can work on the conditions that encourage attachment. You cannot simply decree it.
Design is not aesthetics. And ignoring it is expensive.
The reflex is understandable. Design can look like an aesthetic expense, something you add at the end to make things “look nice”. But reducing design to its appearance means missing a large part of what it does. Design influences the way information is understood, the way a product is used and the way a person moves through a journey. And those choices can have very concrete consequences, financial ones included.
