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.
Feelings have no place in business, or do they?
A business is born with the objective of satisfying a need or a desire of a particular group of people. As a result, profits and growth are achieved. If, according to WHO data, one in six people worldwide feels lonely, and more than 850,000 people die each year from the effects of loneliness, since it […]
Mental health is also part of the brand
Not as rhetoric, but as culture. Many companies want to appear human to the outside world, but internally they continue to demand that their teams operate as if they never get tired, never doubt themselves, and never need to stop. And this contradiction inevitably surfaces. It shows in customer service. In the small details. In […]
There are hugs that are given without arms
Sometimes, a hug begins when someone stops interrupting. When they truly look at you. When they’re not thinking about what they’re going to say next while the other person is still talking. It also begins when we let someone finish a sentence, a fear, or even a silence. Listening can be one of the most […]
A city can have millions of inhabitants and still fail to make anyone feel like they belong
Because cities also build a brand. Not just when they launch a campaign, present a new identity, or seek to attract tourism and investment. They build it every day: in how you are welcomed, in how easy or difficult it is to get around, in how public spaces are cared for, in whether you can […]
Why is Fruit Attraction called Fruit Attraction if it’s a fruit and vegetable trade fair?
It might seem like a minor question. But for those of us who work with brands, it’s not. Because a single word has become the name under which practically an entire sector gathers. And this week we’ll see it again in Madrid, which will bring together more than 2,500 companies, 121,000 professionals from over 150 […]
TOTEM Branding: Your Partner in Success
We want to emphasize that in the vast world of brand creation, TOTEM Branding stands out as a benchmark for innovation, creativity, and excellence, recognized by the media, clients, colleagues, the community, and more. With projects developed on five continents and over 40 years of combined experience, we not only create and transform brands, but […]
This week, retail, branding, and Mallorca come together again in Palma
There are places where talking about retail also means talking about identity, experience, and territory. Mallorca is one of them. Today, the 22nd Spanish Congress of Shopping Centers and Retail Parks begins in Palma, organized by the Spanish Association of Shopping Centers and Retail Parks (AECC). It will bring together the sector under a motto […]
Building Peace Through Business: How Great Brands Elevate the Market
When we think of peace, we often imagine agreements between countries, the end of a conflict, or grand diplomatic gestures. But peace can also appear in much more everyday places. Even in the marketplace. Because competing doesn’t have to mean confronting others. For years, we’ve associated business success with defeating the competition: gaining market share, […]
The algorithm orders. And that order also affects brands
Democracy in modern societies goes far beyond the periodic holding of elections; it represents the indispensable foundation for guaranteeing peaceful coexistence, equal opportunities, and respect for fundamental rights. International Day of Democracy invites us to look beyond the ballot box. Because democracy is also built (or weakened) in public discourse, in the voices that manage […]
There are brands that write very well, but read very poorly
They read dashboards, percentages, clicks, reach, impressions, and conversions. But they don’t read people’s weariness. They don’t read the silence of a customer who stops returning. Or the discomfort of a team that no longer believes in the narrative. Nor a culture that changed before the committee approved the change. The problem isn’t a lack […]
