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.
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 […]
TOTEM Branding at SuperNext-UY
We are proud to announce that the TOTEM Branding team will be participating in SuperNext-uy! The largest annual seminar for the supermarket and mass consumption industry, organized by the Uruguayan Supermarkets Association. SuperNext-UY is much more than an event. It’s a strategic pause for leaders in retail, brands, technology, and media. It’s a space to […]
Brands that dare to be the protagonists of their own stories
If everyone is talking about the Louvre, the robbery, and your product, failing to seize that opportunity is the worst strategic and tactical decision a leader can make. The recent incident at the Louvre, where an elevator belonging to the German firm Böcker (unintentionally) facilitated the theft of the jewels, has become one of the […]
At TOTEM Branding, we believe every brand begins with its people
When Emmanuel College (University of Queensland) entrusted us with the evolution of its brand identity, we set out to do more than refresh visuals — we set out to capture the essence of a community that, since 1911, has inspired generations. From day one, our approach was rooted in listening. We brought together students, alumni, […]
TOTEM Branding celebrates the power of purpose-driven tourism
Tourism is much more than an industry: it is a bridge between cultures, a tool for development, and a source of national pride Today, we would like to enthusiastically and admirably congratulate Minister David Collado Morales for being recognized as “Minister of the Americas” by UN Tourism, in an emotionally charged and meaningful ceremony held […]
