🔗 When marketing and branding stop competing and start collaborating, everyone benefits. Everyone.
In the latest issue of Forbes Peru, Andy Stalman and Giuseppe Stigliano write an article that is much more than a reflection: 👉 “From Customers to Believers” proposes a clear path to building brands with soul and results, connecting the worlds of marketing and branding in a single emotional journey.
💡 What makes it special?
First, their background. Andy and Giuseppe don’t come from the same place. One is a global branding leader, CEO of TOTEM Branding, leading projects on five continents; the other, a marketing strategist who has worked with hundreds of companies around the world (including Philip Kotler). But both understand that brands that matter can no longer separate meaning from action.
Second, their approach. The article structures the customer journey as a deeply human journey, with five key phases. Philip Kotler summarized it as the 5As (Aware – Appeal – Ask – Act – Advocate)—but here it takes on a new dimension: it’s not about moving people through a funnel, but about building relationships that feel real, personal, and consistent with each brand’s values.
Third, his proposal: we return to Brandketing.
A concept introduced by Andy in “BrandOffOn,” and reinforced in this article, Brandketing is the intersection between the voice of marketing and the soul of branding. It’s not a play on words. It’s a methodology that allows us to align purpose with relevance, strategy with emotion, and results with meaning.
📣 When a brand has identity, coherence, and consistency, it no longer just sounds strong. It feels real. It no longer just sells. It connects.
And that is the central point of the article: “Brands that manage to transform products into beliefs are those that not only understand how we sell, but why we matter.”
🎯 In a context where consumers are tired of empty marketing and hollow promises, this article is a necessary call to rethink how we build brands:
More human, less programmed.
More memorable, less noisy.
More credible, less “optimized.”
👁️🗨️ Why is it relevant?
Because we continue to talk about consumers as data and KPIs, when the true value lies in how people feel about a brand.
Because in the age of AI, automation, and algorithms, the greatest competitive advantage remains emotional. Human.
📌 If you work in marketing, branding, communications, or simply believe that brands can have a real impact on people’s lives, this article is not just recommended reading. It’s essential.
Thank you, Forbes and Giuseppe Stigliano
