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Design & Branding



The Power of Brand Purpose

Brands that lead authentically with purpose are changing the nature of business today. Purpose is the reason a brand exists. It is the underlying essence that makes a brand relevant and necessary to people. Purpose sits firmly at the core of a brand’s culture and affects every decision. It creates loyalty, affinity, engagement and connections […]


8 Reasons to Believe in 2023

An optimist sees an opportunity in every setback, a pessimist sees a setback in every opportunity. Paraphrasing Winston Churchill, we face this complex and exciting 2023. We never lose our optimism, especially now. Here are 8 reasons for optimism in 2023: 1. The TOTEMIZATION of brands. Successful brands are increasingly human, with values shared with […]


Branding & the Triumph of Passion

The magic was in the night in Qatar. A script that not even Netflix would have dreamed of for a World Cup Final. An explosion of joy for the Argentine National Team, which won its third star in a long-suffering and well-deserved way. A movie final in which nothing was missing, the joy, the anguish, […]


What clients say about TOTEM Branding

“A good reputation is more valuable than money”. Marketing is what you say about yourself, Branding is what others say about you. How many times have you searched yourself in Google? Is it important what people say about us? Do you care about what people share about you? At TOTEM Branding we help every day […]


The World Cup of Football & Brands

Five things about brands that this 2022 Soccer World Cup has left us so far. An event where, in addition to soccer, Branding is the second protagonist. 1. Brands are the undisputed stars of the World Cup: Messi, Cristiano, Mbappé, Hakimi, Modrić, Nike, Adidas, Puma, Argentina, Brazil, Morocco, France, Coca Cola, Visa, Amazon, Twitter, YouTube, […]


The human being & brands in search of meaning

Having a clear “why” we will be able to face all the “hows”. Something that applies to both people and brands. Simple to say, complex to do. Whenever we talk about life, we always try to find an explanation, a meaning or a purpose for it, and it is not unusual to find several answers […]


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). […]