We’re back again to highlight the extraordinary experience shared by the TOTEM team and the Marca Chile team.
Following the talk by Andy Stalman, a world leader in branding and co-founder of TOTEM Branding, at the 7th Imagen de Chile Meeting, it was time for a deep and introspective workshop.
During the workshop, we explored a fundamental truth: a country, like a brand, cannot grow or connect with the world if it doesn’t do so from the heart.
Good country branding builds an emotional connection with people, both within and across borders.
In a very uncertain world, we have one certainty: emotionality remains. It is the engine that strengthens a country’s positioning, attracting not only tourists and investors, but also creating believers.
It was an honor to join the Marca Chile team and the leaders gathered at this meeting. Together, we reflected on how brands—and countries—that dare to be true to their truth don’t seek to be important, but to do things that matter.
Brands that excite are those that: — Don’t have customers, they have believers. — Don’t follow policies, they live their culture. — Don’t seek attention, they generate connection. — Don’t need to shout, because they resonate. — Don’t sell products, they transform environments. — Aren’t built with algorithms, but with heart. — Don’t change with the waves, they create them. — Aren’t for everyone, but are everything to many.
I’m often asked what the role of TOTEM Branding is. The answer is simple: it’s not about us, but about the brands and, above all, the people. Every project we undertake is a two-way journey. We transform brands, and in the process, brands transform us.
Branding is not a tool to sugarcoat reality, but a mirror that allows us to see who we are and what value we bring to the world.
In addition to strategies or how to be more visible, we talk about emotions, about the need to build brands that are an authentic reflection of culture, history, and, above all, people.
TOTEM brands, those that do things that matter, are those that dare to be, not those that strive to appear.
Because branding is a path, a companion, a direction, and a sense of purpose. It’s about doing from being. And when a brand is true to its truth, the world finds a mirror in it.
Thank you for your trust, Marca Chile Team, the best is yet to come.
