TOTEM Times:
Insights & Trends
November usually starts with the pedal to the metal
Campaigns arrive, deadlines are set, budgets are drawn up, meetings are scheduled, and there’s that feeling that everything has to be resolved before the year ends. The days fill up with pending tasks, and it seems there’s always something more urgent waiting. In the midst of this pace, even pausing for a moment can feel […]
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 […]
Feelings have no place in business, or do they?
A business is born with the objective of satisfying a need or a desire of a particular group of people. As a result, profits and growth are achieved. If, according to WHO data, one in six people worldwide feels lonely, and more than 850,000 people die each year from the effects of loneliness, since it […]
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 […]
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 […]
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 […]
