TOTEM Times:
Innovation
Black Friday doesn’t destroy brands
November has begun, and many brands are doing what they do every year: lowering prices to attract attention. Sometimes it works, of course. The problem is that it also gets customers used to waiting. It teaches them when to buy, how much to pay, and whether it’s worth choosing that brand outside of the promotion. […]
We have more information than ever at our fingertips
And yet, understanding what truly matters has often become more difficult. You open your phone and in seconds you’re bombarded with data, opinions, headlines, reports, tools, recommendations, and instantly generated answers. Everything moves incredibly fast. But fast doesn’t always mean useful. Sometimes we simply end up more overwhelmed than before. That’s why we believe brands […]
In the food industry, brands are put to the test every day
Choosing what to eat seems easy. We pick up a product, check the price, maybe the label, and move on. But in those few seconds, much more happens than meets the eye. Where does it come from? Who produced it? Is it fresh? Is it healthy? Is it well-made? Is it worth the price? Because […]
Mental health is also part of the brand
Not as rhetoric, but as culture. Many companies want to appear human to the outside world, but internally they continue to demand that their teams operate as if they never get tired, never doubt themselves, and never need to stop. And this contradiction inevitably surfaces. It shows in customer service. In the small details. In […]
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 […]
The algorithm orders. And that order also affects brands
Democracy in modern societies goes far beyond the periodic holding of elections; it represents the indispensable foundation for guaranteeing peaceful coexistence, equal opportunities, and respect for fundamental rights. International Day of Democracy invites us to look beyond the ballot box. Because democracy is also built (or weakened) in public discourse, in the voices that manage […]
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 […]
The first half of 2026 left a clear impression
AI is no longer news. It’s already integrated into how we work, search, buy, compare, produce, and make decisions. For a while, many brands viewed it as a novelty. Then as an advantage. Now another stage begins: understanding what to do with it without becoming just another brand amidst the noise. And that’s the uncomfortable […]
For a while, productivity was an advantage
Today, it’s becoming the opposite. A brand can request twenty headlines in a minute, a hundred images in an afternoon, and a complete campaign before a meeting is over. The surprising thing is no longer that something appears at all. The worrying thing is that almost everything appears with a similar level of polish. That’s […]
If your brand isn’t consistent, the internet will remind everyone
This idea resonates even more strongly during World Internet Day week, which is celebrated this Sunday, May 17th. This date isn’t an invitation to applaud technology itself, but rather to ask ourselves an uncomfortable question: what kind of brand is exposed when everything is seen, shared, and judged in real time? Because the internet is […]
