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.
When a country, a region, or a destination speaks highly of you, branding works
It’s that magical moment when customers become believers. The reputation of a country brand or a tourism project isn’t built with isolated campaigns, but with a coherent narrative that leaves a lasting impression on those who experience it. Marketing can attract, but it’s branding that defines the underlying perception: what a place represents, what values […]
Is good branding expensive?
The prevailing uncertainty has forced many companies to confront the same old reflection: viewing marketing and branding as a cost to be cut. What is almost never analyzed with the same attention is the cost of ceasing to invest in the brand precisely when it is most needed. During the last major crisis, the IPA […]
This new year will change everything
2026 marks the beginning of a pivotal era where digital maturity is no longer enough and differentiation depends on more than simply incorporating technology. The true challenge for brands is developing a profound capacity for human connection: being authentic, consistent, and mindful in an environment saturated with information, options, and ever-increasing expectations. We are moving […]
The “ChatGPT Effect”
Large language models (LLMs) have transformed the search landscape. Here’s the general impact of the “ChatGPT Effect” on search. Shift from Linking to Answering. Traditional search engines focused on providing a list of links to sources. LLMs introduced generative answers, meaning users are provided with a synthesized, direct answer to their query immediately, often eliminating […]
Last post of 2025. A post for reflection, for thought
This society, on autopilot, needs to reclaim the act of “thinking” in the age of data. The phrase “I think, therefore my algorithm says I exist” is a disturbing update of Descartes’ “cogito, ergo sum,” which transferred the certainty of existence to the intimate act of thinking. Today, that certainty seems to have been externalized. […]
The best CEOs of the year
The best CEOs of the year are: Since there isn’t a single “best” CEO of 2025, as different publications highlight leaders based on various criteria (innovation, profitability, culture), this is a list of the best. The Economist: Highlighted leaders who boosted shareholder returns, including Armin Papperger (Rheinmetall), Tom Palmer (Newmont), Jacek Olczak (Philip Morris), and […]
Almost Christmas Eve, almost Christmas Day. Time for JOMO.
JOMO, or Joy Of Missing Out, is the new silent drug of Silicon Valley and, perhaps, the next great revolution in well-being, not just in the workplace, by 2026. While the digital world pushes us to the limit with hyperconnectivity and the constant fear of missing out (FOMO), JOMO emerges as an act of conscious […]
A purposeful closing
Not yet, though. Our CEO, Andy Stalman, had the privilege of delivering the closing address at the 17th Leadership Course at the Polytechnic University of Valencia, organized by the Chair of Management and Business Culture. It was more than a conference. It was an encounter filled with emotion, reflection, and vision. A space to look […]
Culture is the new brand battlefield
Far from a “job apocalypse,” generative AI is spawning entirely new occupations that demand human ingenuity, ethical oversight, and cultural fluency, turning workplaces into dynamic ecosystems where branding meets purpose-driven talent. AI isn’t erasing jobs—it’s reinventing them, and brands that grasp this cultural shift will define the future of work. Strong brands now thrive by […]
The branding of Santiago, the heart of the Dominican Republic, is an extraordinary project built from the soul.
At TOTEM Branding, we are deeply honored to share the work done in Santiago de los Caballeros, Dominican Republic. This destination identity project, developed in partnership with the Dominican Republic Ministry of Tourism under the leadership of Minister David Collado, featured something that transforms any branding strategy into something truly extraordinary: the active participation of […]
