Who we are

Global leaders

TOTEM Branding projects at a glance

Discover more about this great projects by clicking on top of each one

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Diverse range of experience

A selection of the 440+ clients the team has worked with

Bringing brands to life

Our people

We bring our knowledge and experience together in a collaborative and co-creative working environment, ensuring our clients get the full benefit of working directly with our business founders & partners

Our purpose

Creating and transforming brands that unite people

Our partners are some of the most experienced brand consultants in the world.
We are a collective of skilled, global, passionate brand strategists, market insights, innovative and creatives.
We are independently minded and independently owned. This allows us to focus directly on our clients and their needs. Our clients are our partners, their success is our goal.
We believe great design and powerful brand strategy can transform businesses by delivering transformative experiences.

ANDY STALMAN

Andy Stalman is a branding authority, a futurist, a world reference in his field. With more than 30 years of experience, he has developed projects on five continents.
His work and influence in the world of branding has led Andy to be recognized as one of the world’s leading brand experts, and globally called “Mr. Branding”.

He teaches at prestigious business schools while advising companies and world leaders on branding, digital transformation and disruptive innovation for an ever-evolving world.

Andy is the author of three best sellers: “BrandOffOn. The Branding of the Future “, “HumanOffOn: Is the Internet changing us as human beings?” and “TOTEM. Transforming customers into believers.”

GRAHAM PURNELL

Graham is one of the world’s most sought after brand consultants. He has 25 years of experience working on major brands at a global and local level.

A nomad at heart originally from the UK, Graham has worked extensively in Europe, America and Asia. Currently based in Melbourne, Australia.

Graham heads our global creative team, bringing unparralled experience across a broad range of industries and is responsible for ensuring the high quality delivery of TOTEM’s strategy and creative work.

He has a passion for developing ideas which succeed through simplicity, contrast and business effectiveness.

GEMA PANIAGUA

Gema Paniagua is recognized for her invaluable contributions in more than 400 brand creation, transformation and evolution projects around the world.

Her extensive experience of more than two decades in developing projects on five continents makes her one of the great experts in optimizing results and creating solutions for our clients.

TOTEM’s engine room would not work like a fiddle without her key input during each project. Be it global branding projects or specific consulting and innovation projects, digital or cultural transformation, customer journey, employer branding or design and packaging.

The more than 250 teams with which she has interacted as COO, value her extraordinarily for her authenticity, her rigorous processes, as well as her empathy in relationships. She generates value and opens new possibilities for all the companies and people with whom she collaborates.

Gema is a fundamental part of important brand creation and transformation projects in different industries and sectors such as banking, tourism, retail, real estate, food and consumer goods, among others, in more than 40 countries.

KEMMY ALMENGOR

Kemmy is our regional partner for Central America, Mexico and the Caribbean and leads TOTEM’s growth strategy from Panamña. She is an expert in branding and marketing with purpose, connecting brands with human emotions and generating value through strategies that enhance ROI. With more than 20 years of experience,
she has contributed with international brands such as:
Citi, Texaco, Sony, Colgate and destination brands
such as Panamá Pacífico.
She has been able to transform marketing and communications teams, connecting purposes for the achievement of the objectives of the companies she
has collaborated with.
Composer and writer, her influence has led her to be recognized for her creativity and outstanding contribution in marketing. She is part of several associations that promote the economy and the participation of professional women in the world.

LAUREANO TURIENZO

Laureano is President of the Spanish Retail Association and President of the Ibero-American Retail Circle.
He has helped more than 100 companies in their strategic transformation.
Professor at numerous business schools: ESIC Business & Marketing School, at Valley Digital Business School, EAE Business School, ICMED in Spain, and Florida International University (USA).
Author of numerous books on retail strategy.
Elected Top Voice Spain 2020 by Linkedin, a platform where his articles have received 25 million visits in 2022. Chosen by Favikon as one of the most influential people in Spain. Chosen by Forbes Spain as Spain’s retail specialist. Advisor to the Spanish Government in the Observatory of Commerce 4.0 and Advisor to the Basque Government on the School of Retail.
He has lectured on retail in more than 40 countries and is recognized as Top Retail Speaker worldwide.

SERGIO STALMAN

Sergio, as Latam Regional Manager, combines his experience as director and leader in prominent multinationals as well as its fruitful stage as an entrepreneur.

With more than 55 countries visited for leisure or
business, Sergio understands the global and connected
world, like few. His international experience enhanced
his curiosity, creativity and observation skills.
Those capabilities allow him to add a high added value
that enriches the projects in which he is involved, with
a strong focus on strategy, launch of new products and
creation of new lines of business.

His strengths include jobs in media, mass consumption, retail, tourism and hospitality. He made training programs in creativity, innovation, development of business and consulting at different universities. He is the author of the book “Absolute Simplicity”.

EMILIANO PÉREZ-ANSALDI

Degree in Design and Advertising from the University of Buenos Aires. He has been linked to the world of design, advertising, marketing and technology for more than 20 years, working in Argentina, the USA and Spain.
One of the most respected voices in the digital universe in Spain for his vast experience in combining the best of marketing and communication with technology and new tools.
With proven experience in successful eCommerce and online marketing projects, he is a speaker at outreach events on the benefits of electronic commerce, online marketing and RR SS, both in Spain and Latin America and a professor at numerous business schools on both sides of the Atlantic.

EMMA GINER

Emma is an expert in growing multicultural teams and deploying operations in complex and changing environments. She has collected experiences for 20 years in large companies in the retail sector. As an entrepreneur and external advisor, she has collaborated since 2016 with global organizations in the lifestyle, mass consumption, distribution, sports or pharmaceutical sectors.

She began her professional life at Mango in 1996, where she participated from the field in the expansion of the brand in Asia and Europe. In 2001 she joined the Inditex group, where she was Head of Training for the Oysho and Massimo Dutti brands, Global Development Director for the entire group based at the Arteixo headquarters and, from 2009 to 2016, International Director of People & Operations for Massimo Dutti. She made high-impact projects a reality in cities such as Shanghai, Moscow, New York, Paris, Dubai, London or New Delhi.

LISA REMNELID

Lisa is the Manager of TOTEM Branding Scandinavia and has been actively working within the retail, hospitality, commercial and real estate industries for over 25 years on an international level. Lisa herself is one of the top specialists in food & beverage.

She comes from Australia, and resides in Sweden, where she moved in 2001, and since then, she has been working with global clients on the concept and strategy development, also helping to build and train organizations and teams, whilst also a public speaker and lecturer.

Copenhagen International, Inter Ikea Center Group as well as her own company gave her a strong background on new trends, business development, market insights and how to build the future of the marketplace. And she is also committed with professional women organizations, gender equality, economic & career competence and sustainability issues.

SEBASTIAN MULLER

As a TOTEM Innovation Partner, Sebastián has been in the digital business for more than 15 years. He is an expert creating innovation programs for global corporations. In the last years Sebastian has done innovation and intrapreneurship programs for Toyota Connected, PSA Group, Merlin Properties, Vukile and The Thais Group among many others.

Launched and fundraised +€20M for IMPACT Accelerator for ISDI, among the world’s most active accelerators in Europe. Accelerating +100 startups in robotics, proptech, content, foodtech and mobility.

Entrepreneur, Strategist, and Open Innovation Expert, he has a large experience as a co-founder and CEO of different startups in digital marketing, education and content and also advises several startups and innovation hubs in retail, real estate, energy, and automation.

ELADIO ARAIZ

Eladio is one of the greatest experts in branding in the world of wine.
He has more than 15 years of experience managing brands, and his expertise reaches since the launch of brands from scratch from success to repositioning and management of brands with more than 100 years of history.
Die-hard entrepreneur, he has led international projects related to the world of wine: new retail concepts, innovative proposals for wine or creation from the Rioja Business School.
With international experience in four continents, he always works with one goal in mind: that marketing metrics are aligned with the sustainability of the business.

ESMERALDA PEREZ

With over 25 years of experience as a Luxury & Beauty senior business executive, Esmeralda is an expert on leading business transformations and delivering results through a consumer centricity vision and strategy, astute P&L, and operational management.
Leveraging her innovation, creativity, and commercial & retail expertise, she has a proven track record of delivering best-in-class long-term strategies while, at the same time, immersive bespoke consumer experiences.
Both, together, dramatically improve brand identity & financial performances for top international luxury brands.
During her career, she worked for Coty for 25 years, Shiseido as interim Global Leader, and Disneyland Paris as Consultant.

CORINA CAPUANO

Award-winning creative leader with 20+ years of global experience in the entertainment and media industries. Profoundly impacted the development of brand ethos and visual identity of some of the world’s must-have entertainment brands including FX Networks, Fox, Fox Sports and National Geographic. Drove Fox International Channels to become one of the most vibrant international media companies to work for (and one of the most talked-about) by using art and design as the driver. Built best-in-class creative teams and ran on-air, design and branding departments big and small across all continents including developing and nurturing talent while inspiring teams and organizations to perform with a superior standard. Ability to develop a fully integrated campaign/branding impacting both consumers’ perception as well as sales areas’ effectiveness. Revered by many as one of the most influential experts of global brand development.Works and lives in Los Angeles, California.

LEONARDO TOIBERMAN

Leonardo has spent more than 40 years exploring
new ways of approaching the issues that make up the Vision and development of organizations and the people that compose them. He has focused on understanding the forces and trends that operate in organizations and how they affect their development.
Having worked in areas such as tourism, technology, engineering, Smart Cities, Government, and Social Impact Organizations, allows him to have a broad, different, creative and entrepreneurial look in each intervention.
He has led and managed various projects such as the construction of the largest bridge in Peru, Smart Cities for cities, technology companies, engineering companies and social impact organizations.
He is passionate about human development and reconnecting people with nature.

FREDDY JANA

Freddy is an award winning international creative director and has let projects for brands like Coca-Cola, Cerveza Modelo, Toyota , American Express and The Dominican Republic”s country brand.
Freddy has also been recognized as an illustrator, named among the 200 best illustrators worldwide by Archive magazine three times in his career.
Jana is an industry leader in his home country Dominican Republic; becoming the first alumni from the communications department to give the keynote speech at Universidad Iberoamericana . He keeps contributing to the growth of creativity in Latin America as board member of Miami Ad School Punta Cana.

Delivering powerful brand experiences

The Totem Brand Story

Humanising brands is at the core of our purpose.
The world that brands live in is rapidly changing. It is more important than ever for brands to innovate, engage and build loyalty with their audiences. Building a sense of connection, pride and belonging is at the core of what we do.


WHAT WE DO

We believe collaborative engagement yields the best outcomes. Our proven processes are tailored to individual client needs

Brand analysis and diagnosis

Brand strategy and positioning

Brand identity

Brand language development

ToName®. Naming and verbal identity

Brand/Name architecture

360° Branding®

Storytelling

Brand consultancy

Brand portfolio

Brand implementation and roll out

Wayfinding

Customer journey

Digital Projects

Environmental design

Guardianship and Stakeholders

UX/UI design

Transmedia branding

Future mapping & innovation

Product identity. Packaging design

Sustainability strategies

Metabranding

TX TOTEM eXperience:
CX, EX, UX, BX

TOTEM Together®. Brand culture. Talent, engagement and attraction

InNOWation®. Driving company, business & personal growth

TOTEMethodology®

TOTEM Branding Academy®

TOTEM Limitless®


The most valuable currency today is not data or money, but knowledge. Aware of this, for years we have been spreading the importance, relevance and impact of branding in the lives of people, companies, education and society.

TOTEM Branding is built on collaboration and shared experiences across a wide range of global projects. Driven by a passion to share the knowledge, the TOTEM Branding Academy was born.

A space dedicated to sharing our knowledge about Branding. Better brands generate better companies and in this way we can live in a better society that will create a better world.

Customized programs for business schools, companies and institutions that compete with the vision that the more knowledge their managers, employees, students, teachers or other stakeholders acquire, the better.

Companies, academia and institutions already assume that knowledge is not a pose or a fashion. It is about exchanging information, ideas, experiences, to grow more, but more importantly to grow better.

Check our online course for TOTEM Brandinnovation MOOC. And the Trailer.

At TOTEM Branding we believe in the fundamental importance of knowledge and sharing it. Knowledge acquired in the real world, in the market, in the trenches of the front line of the creation, construction or transformation of brands.

We believe our job is to improve the world of brands today and for those who will come after.

We are proud of the TOTEM Branding team that empowers brands around the world every day. This is how we live every day to inspire, create, transform and grow in an environment that is as uncertain as it is exciting.


Limitless Innovation is a powerful insight tool to generate future focused innovative thinking, in your team.

We believe that an innovation mindset is a mandatory transformative skill
for every company in order to be competitive in the highly complex
presence of the tech era.
Our mission is to help organizations to boost their capability to adapt to rapid change,
and to adopt innovation.

Great employee experience will generate great customer experience.
Great customer experience will generate great business results.