TOTEM Times:
Design & Branding
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 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 […]
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 […]
Can you make it to the end of this post?
In today’s digital age, attention has become one of the most valuable and scarce resources. The overabundance of information, content, and stimuli that users receive daily creates fierce competition to capture and maintain people’s attention. This phenomenon, known by many as the “attention economy,” poses unique challenges for brands and businesses seeking to stand out […]
Taking the benchmark shopping center brand to the next level across five continents
The Spanish Congress of Shopping Centers and Parks begins today. Consolidating our leadership by creating the #branding hashtag for many of the most award-winning and innovative projects in the sector. Some of our milestones, among the more than 150 projects completed, are: 🔹 Viva Centros Comerciales (Grupo Éxito, Colombia): A brand that redefined the retail […]
Spreading the essence of TOTEM in the Andean Region
This week we celebrate a very special year: the first anniversary of Angelica Prieto, Angie, as Director of the Andean Region at TOTEM Branding. In just 12 months, Angie has not only brilliantly led strategic projects, but has also inspired teams, clients, and colleagues with her vision, passion, and humanity. An excellent professional and an […]
