TOTEM Times
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. Sharing is knowledge, sharing creates community, sharing makes growth.
We share branding insights as a tool for positive transformation.
We believe our job and commitment is to improve the world of brands today and for those who will come after. Building a sense of connection, pride and belonging is at the core of what we do. One of the goals of this Blog is precisely to share.
The impact of short videos on our brains is deeper and more concerning than many realize
According to an extensive meta-analysis*, excessive consumption of formats like TikTok, Instagram Reels, and YouTube Shorts negatively affects key cognitive functions such as sustained attention, self-control, and concentration. Simply put, the more we consume these short videos, the less capable we are of maintaining focus on tasks that require effort or extended time. From a […]
TOTEM Branding going around the world
In recent weeks, part of the TOTEM Branding team has turned the map into an agenda: more than 100,000 km flown between Madrid, Panama, Uruguay, Argentina, Paraguay, and Mexico to support brands, cities, and organizations that want to build the future. In Panama, sessions with business owners and entrepreneurs confirmed something key for TOTEM: branding […]
In our work, fun isn’t the opposite of serious; fun is the opposite of boring.
For years, we were led to believe that work should be a burden, a solemn responsibility, a perpetual sacrifice. But we now know that work isn’t just about producing: it’s about creating, connecting, and leaving a mark. And everything created with passion, commitment, and love deserves to be celebrated. Celebrating isn’t wasting time. It’s honoring […]
Will Your Next President Be an Artificial Intelligence?
Human politics drags an eternal burden: corruption, vested interests, blinding ideologies, divisive passions. Against this backdrop, AI emerges as a promise of objectivity, impartiality, and efficiency. Albania recently introduced Diella, an AI presented as a “minister” against corruption. The message was clear: an intelligence without personal interests or political ties. A sign that some governments […]
If you’re over 60, this post is for you. If you’re under 60, it’s for you too
The dominant narrative of the digital age was youth. We became obsessed with Millennials and Generation Z, the speed of their scrolling, and their appetite for instant gratification. The spotlight of marketing and investment in innovation shone almost exclusively on the youngest generation. But while we looked to the future, something monumental, silent, and transformative […]
How does TOTEM Branding view Nike’s reinvention?
As a response to a profound crisis of value and strategy. The brand, which in the past seemed untouchable, has experienced a significant stock market decline, with drops that have wiped out billions of dollars in market capitalization. During the previous management, Nike heavily invested in a Direct-to-Consumer (DTC) strategy, prioritizing e-commerce and reducing ties […]
A defining moment for AI
After years of exponential investment and inflated promises, 2026 will test whether AI truly transforms business, creativity, and culture — or whether it falls into another wave of disillusionment. Global spending on AI infrastructure will surpass one trillion dollars, yet only around 5% of companies currently integrate AI into their core products or services. This […]
A brand’s greatest risk is no longer a reputation crisis, but being irrelevant to people.
As leaders, we’ve all felt it: that gap starting to widen between what our brand says and what the world (that includes customers, investors, and the talent we want to attract) truly needs to hear. Rebranding cycles used to be 7 to 10 years. It was a stable world. Today, artificial intelligence, sustainability (ESG) demands, […]
Tourism awakens emotions. Branding gives them a destination.
At TOTEM Branding, we followed the pulse of global tourism at the recent World Travel Market (WTM) London 2025, an edition that reaffirmed what many of us have been saying: tourism not only moves people, it also moves economies, perceptions, cultures, and emotions. In 2025, international arrivals will exceed 1.5 billion. Tourism will contribute nearly […]
Why Cutting Junior Roles Is Cutting Your Future?
The economic data is clear: Generative AI is substituting labor at the bottom of the hierarchy, making entry-level and junior positions the most vulnerable segment in white-collar sectors. The pursuit of immediate efficiency is leading to a “missing rung” on the corporate career ladder. This is more than a labor issue—it’s a fundamental threat to […]
