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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.


Happy 10th Anniversary, Viva!

Viva Centros Comerciales celebrates 10 years contributing to the development and transformation of the shopping center industry in Colombia. And we want to celebrate and share it. Viva, from Grupo Éxito, is the brand of the largest shopping center chain in Colombia; and Grupo Éxito is the largest and best-selling retailer in Colombia. For our […]


Branding must not be perfect, it must be authentic

Knowing a brand generates behavior, loving it, engagement. Creating commitment is never easy but it is worth every second of time invested. Buying is an act of love with brands, because you choose that brand above all others. These brands have put relationships before transactions. Emotions drive buying decisions, not logic. Emotions take precedence, the […]


The World Cup of Football & Brands

Brands are the undisputed protagonists of the 2022 Football World Cup: Messi, Cristiano, Mbappé, Nike, Adidas, Puma, Argentina, Brazil, Spain, France, Coca Cola, Visa, Amazon, Twitter, YouTube, FIFA… This is the most followed event in world sport. A celebration where, in addition to soccer, branding is the second protagonist. The 2022 World Cup is the […]


Building a Better Society Through Brands

As part of our commitment to build a better society through trademarks, we are very happy and proud that TOTEM Branding continues to be present for another year on the board of INTA (International Trademark Association). INTA is a worldwide association of trademark owners and professionals dedicated to: – Support brands and intellectual property (IP). […]


4,444 Hearts Beating Together

Communities grow around shared values that motivate and mobilize the people who form them and act as an element of inclusion and belonging. We are inspired to see the totemite community grow around the world. At TOTEM Branding we believe that hearts can unite and beat together through networks and we want to thank the […]


A World with 8 Billion Stories

Every person on this planet has a story. Between today and this Sunday, the 8 billionth person will be born on Earth. We immediately think it will be in China or India. However, it could well be in Madrid, Buenos Aires or Melbourne. In 1800 we were one billion. 128 years later we reached 2 […]


Tourism in 2023 & beyond

What will 2023 hold for tourism brands? We would like to highlight the importance of branding in tourism communication strategies, be it destinations, companies, institutions or individuals. Destinations will become more and more fashionable in the future. Tourism products will have to offer something with which the tourist/traveler can associate, and new destinations perceived as […]


Innovation as a Pillar of the Future

Innovation is the ability to see change as an opportunity, not a threat. And the future belongs to those capable of taking the risk and accepting the responsibility and challenge of creating it. Innovation is, for today’s organizations, something as vital as the air we breathe and something vital cannot be something that is worked […]


Brands creating value through Diversity, Equity & Inclusion

Take note of this acronym: DEI. You are going to hear and read a lot about it in the coming months. What does DEI stand for? It’s 3 letters that include powerful values. DEI is how we renew and transform corporate cultures to be more diverse, equitable and inclusive in a fast-moving, changing world. A […]


Rebranding the brightest star in Paraguay

What is gratitude? Gratitude is one of the many positive emotions that can be felt. It consists of focusing on the good things in our lives and feeling grateful for what we have. And we feel gratitude towards our clients for the projects we undertake. Gratitude for being able to work on five continents, something […]