TOTEM Times:
Design & Branding
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, […]
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 […]
Brands don’t just collaborate. They create new worlds
For years, many brands viewed each other as enemy territory. My category, my audience, my tone, my space, my market. But something is changing. We’re seeing more and more brands collaborating to appear in places they couldn’t reach on their own. Fashion with food. Beauty with beverages. Luxury with urban culture. Retail with entertainment. Technology […]
Every time a brand says it wants to connect with young people, something needs to be examined
Not because wanting to understand them is wrong. On the contrary. The problem arises when they are treated like a decorative tribe: an aesthetic, a tone, a list of words, a campaign with fast-paced music and brighter colors. New generations don’t need brands to seem young. They need them to stop treating them like naive […]
August has a strange way of creating distance
Some people leave. Some people return. Families reunite after months apart. Friends meet up for a few days. Conversations linger because there’s no rush. Silences also find rest. And in the midst of this slower, sunnier, more suspended month, the 8th arrives once again. At TOTEM, we celebrate it with #8Hugs. Not as a pretty […]
