TOTEM Times:
Innovation
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 […]
10C of Branding
If your brand needs to shout to be heard, it’s already lost the conversation. Why It Matters Today, communication doesn’t fail due to a lack of messages, but rather a lack of judgment. Attention spans are fragile, trust is scarce, and patience is minimal. In this context, communication isn’t about repeating formulas or being everywhere; […]
Omnichannel is dead as a strategy
Today, it’s simply a right to exist in the market. Why It Matters Brands that understand this don’t compete solely on channels; they compete on connected, consistent, and recognizable experiences at every touchpoint. And the data confirms it. Today, companies with solid omnichannel strategies retain around 92% of their customers, compared to rates that barely […]
The “ChatGPT Effect”
Large language models (LLMs) have transformed the search landscape. Here’s the general impact of the “ChatGPT Effect” on search. Why It Matters Shift from Linking to Answering. Traditional search engines focused on providing a list of links to sources. LLMs introduced generative answers, meaning users are provided with a synthesized, direct answer to their query […]
