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.
TOTEM Branding at the 7th Imagen de Chile Meeting
The TOTEM Branding team has just returned from Chile with a swollen heart. Confirming that emotion is not an accessory in building a country brand. It’s its heart. At the 7th Imagen de Chile Meeting, held in Santiago before more than 400 attendees, Andy Stalman represented TOTEM Branding, sharing a vision that transcends borders: “Brands […]
Where are the fastest-moving conversations about marketing and branding happening?
It’s not just on LinkedIn anymore. Or Instagram. TOTEM is now also on TikTok. Because not all knowledge is shared in carousels or PDFs. On TikTok, we talk about what’s happening each week in branding, marketing, creativity, and brands: → Trends that are setting the course. → News that you have to read between the […]
Rebranding that Multiplies Business Results: The Pirulin Case
In the world of branding, not all brands age equally. Some remain in the memory but become invisible to new generations. Others, however, manage to rise again, adapt, and win over new generations. This is the true essence of strategic rebranding: transforming nostalgia into a competitive advantage, tradition into relevance, and visual identity into a […]
Reflections on nation branding and country branding
A nation’s identity is its most valuable asset, influencing its economic, diplomatic, and cultural standing. This challenge has created a strategic convergence between nation branding and country branding, two concepts that, while often used interchangeably, represent distinct approaches to a nation’s global image. The most forward-thinking strategies recognize that the future lies in their deliberate […]
You don’t have to adapt to change, you have to generate it
A phrase that is repeated a lot in the team (not least because it was coined by our CEO), and which we believe truly demonstrates the true way of approaching things. You’re almost always waiting for others to do something so you can learn from them and apply that knowledge to your life and work. […]
A meeting that will set the tone for the future
When a country decides to talk about its brand, it is deciding to talk about its essence. And there is no decision more strategic or more decisive for its future. The fact that Andy Stalman was invited to share his vision at the “7th Image of Chile Meeting” organized by Marca Chile is not just […]
The way people search, interact, and decide on the internet is changing radically
At 2 years, 7 months, and 22 days old, ChatGPT processes more than 2.5 billion interactions per day. Google processes approximately 14 billion searches per day. ChatGPT received nearly 1 billion prompts per day a year ago. Gemini and other generative AIs are growing, but it’s still estimated they receive a fraction of ChatGPT’s traffic. […]
Prezero: how you make people feel is your brand
At TOTEM Branding, we firmly believe that the most powerful brands not only say what they are, but show it and live it at every touchpoint. That’s why we are deeply proud and grateful to share the project for the new corporate headquarters in Madrid for PreZero Spain. PreZero is much more than a leading […]
UBBO: 180° Rebranding and the Birth of Portugal’s First Shopping Resort
At TOTEM Branding, we are passionate about being catalysts for bold transformations. And few projects better illustrate that ambition than the 180° rebranding we led for UBBO in Portugal. It was as much about reinventing an experience as it was about transforming a brand from a traditional model to a fundamental, vibrant, and memorable part […]
Designing a culture isn’t about writing a document. It’s about igniting a movement.
It’s not every day that you get the opportunity to (literally) write the soul of an organization. That’s what we did with the PEGASUS FOUNDATION’s Cultural Identity Book. But it would be unfair to call it a project. It was much more. It meant looking beyond the manuals to understand what truly unites a team: […]
