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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 […]
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 […]
There are hugs that don’t inaugurate anything
They simply bring us back. To a conversation that had been left unfinished, to a table that’s full again, to someone we haven’t seen in a while, to a part of ourselves that the noise had left a little distant. September asks us to return. But perhaps it’s not just about returning to work. It’s […]
September is often sold as a fresh start
In business, it often simply means returning to the list: pending meetings, paused campaigns, resurfacing objectives, and calendars filling up again far too quickly. But a brand doesn’t improve by resuming activity. It improves when it regains its purpose. After summer, there’s a common temptation: to act before thinking. To publish more. To launch more. […]
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 […]
Every time a brand says it wants to connect with young people, something needs to be examined
Not because wanting to understand them is wrong. On the contrary. The problem arises when they are treated like a decorative tribe: an aesthetic, a tone, a list of words, a campaign with fast-paced music and brighter colors. New generations don’t need brands to seem young. They need them to stop treating them like naive […]
August has a strange way of creating distance
Some people leave. Some people return. Families reunite after months apart. Friends meet up for a few days. Conversations linger because there’s no rush. Silences also find rest. And in the midst of this slower, sunnier, more suspended month, the 8th arrives once again. At TOTEM, we celebrate it with #8Hugs. Not as a pretty […]
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 […]
Vacations don’t begin when you leave
They begin with how you leave behind what you’ve built. At the end of July, many brands enter transition mode. Cycles are closed, tasks are delegated, automation is implemented, and the pace slows. Everything seems under control. But it’s precisely at this moment that a key question arises: what happens to the brand when it’s […]
