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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.


Let’s not live to be happy, let’s live being happy

What is happiness? They say that happiness is when what you think, what you say and what you do are in harmony. A state so desired, and at the same time, so different for each one of us. Let’s see the points of view of great characters of our history about what this concept comes […]


FMCG Consumer Trends

We are in a moment that consumers are more demanding than ever. They are looking for transparent and genuine companies, committed to the environment and society. Today we present the 3 most relevant and transcendental insights about “Consumers in relation to food and drink” based on a collaborative work that we carry out in the […]


8 consumer trends for the “new reality”

Back to school, back to work, back to a new reality. To be able to manage well in the remainder of the year and for those who prepare strategic plans for 2022 we share the 8 most powerful trends among consumers and brands in this “new reality”. 1 HUMANIZATION They look for transparent, honest, reliable […]


Welcome to the “New Reality”

We are living in strange times, in a new reality. At TOTEM Branding, we noted that where most people see problems, we are embracing opportunities. Some of the most inspiring and remarkable leaders and decision makers of the post COVID-19 era have shared their time, expertise, views and wisdom to help us build this new […]


Follow your dreams, they know the way

Today is World Sleep Day, and a call is made to the importance of sleep in improving global health. The slogan for this day is none other than: “Regular sleep for a healthy future”. Lack of sleep has obvious consequences, including sudden mood swings, sadness, irritability, pessimism, increased stress, reduced attention span and delayed response […]


Today & Tomorrow belongs to women

“I encourage all women to stand up and believe in themselves. If they don’t stand up, change will not come.” This sentence does not come from just anyone. Malala Yousafzai has suffered one of the worst stories for standing up for women’s right to education in Pakistan. At just 15 years old, she was shot […]


Metabranding: To infinity and beyond

“Instead of looking at a screen, we will be able to live and share an experience”… This is how Mark Zuckerberg began his speech about the metaverse. For curious minds, the word metaverse is composed of the prefix meta-, which in Greek means “beyond”; and verse, referring to the universe. Apart from being able to […]


Branding as the best tool for Sustainability Development Goals

A sustainable brand is one that has successfully integrated environmental, economic and social issues into the range of its business beliefs and operations. But today many companies that consider themselves to be sustainable only meet one-third of this goal. Branding is a powerful tool for a company to live and tell what they believe and […]


Branding Matters

Three decades ago 95% of the average corporation’s value consisted of tangible assets. Today 75% of that average corporation’s value is intangible. Corporate brand and reputation represent more than 40% of the top company’s market capitalization. A business’s most valuable asset is its good name, its brand and reputation, because behind every successful business there […]