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La sostenibilidad es un deber y las marcas que no lo entiendan dejarán de importar
Tener una identidad sólida es una base poderosa, pero no garantiza relevancia en el tiempo», añade el experto en branding que ha hablado en Donostia. Leer Noticia Completa
Not all cultures are visible. But they are all felt
Many companies love to talk about culture. They prepare presentations, define values, design internal campaigns. But at TOTEM, we know that culture isn’t designed with aesthetics. It’s forged with decisions. Why It Matters Culture is the silent conversation between what an organization says it values and what it truly prioritizes when there’s no focus, no […]
Hugs are the refuge we give and receive in the moments we need them most
Today is the 8th: hashtag #8Hugs ✨ Today, like every 8th, together with the TOTEM Branding community, we celebrate the transformative power of this simple but powerful action. Why It Matters Let’s not underestimate the power of the 8 hugs in times of crisis, anxiety, and uncertainty. The power of the 8 hugs is limitless. […]
Ego gets you to the edge, humility keeps you from jumping off it
🧠 Top 20 Discoveries of the 21st Century (Actual Discoveries, Not Just Advancements) Why It Matters Higgs Boson Particle (2012) – Proof of the particle that gives matter mass. The physics community wept, then gave themselves a Nobel. Gravitational Waves (2015) – Einstein’s “what if” turned into “yep, we found them.” Detected ripples in space-time […]
5 years Transforming Customers into Believers
Five years ago, Andy Stalman published “TOTEM: Transforming Customers into Believers” with certainty and hope. Why It Matters The certainty that brands could no longer remain disconnected from people. And the hope that there was still time to build something more human, more true, more transcendent. This May, “TOTEM: Transforming Customers into Believers” turns five. […]
The future isn’t coming. It’s already here, and it didn’t even knock
Let’s talk about “brands of the future” — a.k.a. the inevitable marketing apocalypse wearing smart glasses. Why It Matters Here’s a few sparkly concepts to warm your little innovation-starved brain: 1. Sentient Brands Not in the “Skynet but for oat milk” way (yet), but brands that adapt in real time to your mood, voice, biometrics, […]
Powering Purpose
First, it was a black screen. Then, an awkward silence. And then, the question no one knew how to answer: “Now what do we do?” Why It Matters When everything we took for granted disappears, there’s no choice but to return to the basics. Yesterday, Spain and Portugal experienced that firsthand. A power outage left […]
A tribute and a celebration to writing and reading
This isn’t just another post. It’s a tribute to true authors—those who think, those who feel, those who create concepts that change. Why It Matters Today is one of our favorite days of the year 📚 April 23 | Book Day Today we don’t just celebrate those who write. We celebrate those who think with […]
Every city is a brand
🧭 What is a city brand? A city brand is not a logo or a slogan. It is the emotional, narrative, and symbolic system that allows a city to: know who it is, decide who it wants to be, and project that coherently to the world. 📍City branding in the era of global competition 📍City […]
The first in so many things
The first Jesuit. The first Latin American. The first in more than 1,200 years not to come from Europe. Why It Matters The Pope “from the end of the world,” as he introduced himself. And yet, one of the most relatable we can remember. He didn’t make power a pedestal, but a platform to say […]
