TOTEM Times:
TOTEM News (Retail)
The true value of a brand is revealed when its story is told by others
What an organization represents isn’t measured solely by its messages or intentions, but by the impression it leaves on those who interact with it. Visibility can attract attention, but it’s identity that builds trust, meaning, and social relevance. Every point of contact contributes to a collective perception that transcends a single communication. For over four […]
When a country, a region, or a destination speaks highly of you, branding works
It’s that magical moment when customers become believers. The reputation of a country brand or a tourism project isn’t built with isolated campaigns, but with a coherent narrative that leaves a lasting impression on those who experience it. Marketing can attract, but it’s branding that defines the underlying perception: what a place represents, what values […]
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 […]
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 […]
UBBO: 180° Rebranding and the Birth of Portugal’s First Shopping Resort
At TOTEM Branding, we are passionate about being catalysts for bold transformations. And few projects better illustrate that ambition than the 180° rebranding we led for UBBO in Portugal. It was as much about reinventing an experience as it was about transforming a brand from a traditional model to a fundamental, vibrant, and memorable part […]
Building the future, together
Tomorrow is April 8th. It marks one month since March 8th. At TOTEM Branding, we want to add our voice to an urgent, profound, and transformative conversation. Because the role of women in building brands, companies, and cultures is essential, yet still underrepresented. Because we continue to see untapped talent, silenced voices, and invisible leadership. […]
21st-century brands face an existential dilemma: evolve or become irrelevant.
Disruption is no longer an isolated phenomenon; it is the natural state of the market. Rigid hierarchies, bureaucratic processes, and business models built on efficiency rather than resilience have turned many organizations into cumbersome structures, unable to adapt to the pace of change. However, some brands have understood something fundamental: companies are not machines that […]
