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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. Why It Matters During the previous management, Nike heavily invested in a Direct-to-Consumer (DTC) strategy, prioritizing e-commerce […]
A defining moment for AI
After years of exponential investment and inflated promises, 2026 will test whether AI truly transforms business, creativity, and culture — or whether it falls into another wave of disillusionment. Why It Matters Global spending on AI infrastructure will surpass one trillion dollars, yet only around 5% of companies currently integrate AI into their core products […]
A brand’s greatest risk is no longer a reputation crisis, but being irrelevant to people.
As leaders, we’ve all felt it: that gap starting to widen between what our brand says and what the world (that includes customers, investors, and the talent we want to attract) truly needs to hear. Rebranding cycles used to be 7 to 10 years Rebranding cycles used to be 7 to 10 years. It was […]
Tourism awakens emotions. Branding gives them a destination.
At TOTEM Branding, we followed the pulse of global tourism at the recent World Travel Market (WTM) London 2025, an edition that reaffirmed what many of us have been saying: tourism not only moves people, it also moves economies, perceptions, cultures, and emotions. Why It Matters In 2025, international arrivals will exceed 1.5 billion. Tourism […]
Why Cutting Junior Roles Is Cutting Your Future?
The economic data is clear: Generative AI is substituting labor at the bottom of the hierarchy, making entry-level and junior positions the most vulnerable segment in white-collar sectors. Why It Matters The pursuit of immediate efficiency is leading to a “missing rung” on the corporate career ladder. This is more than a labor issue—it’s a […]
TOTEM Branding at SuperNext-UY
We are proud to announce that the TOTEM Branding team will be participating in SuperNext-uy! The largest annual seminar for the supermarket and mass consumption industry, organized by the Uruguayan Supermarkets Association. SuperNext-UY is much more than an event SuperNext-UY is much more than an event. It’s a strategic pause for leaders in retail, brands, […]
Brands that dare to be the protagonists of their own stories
If everyone is talking about the Louvre, the robbery, and your product, failing to seize that opportunity is the worst strategic and tactical decision a leader can make. Why It Matters The recent incident at the Louvre, where an elevator belonging to the German firm Böcker (unintentionally) facilitated the theft of the jewels, has become […]
At TOTEM Branding, we believe every brand begins with its people
When Emmanuel College (University of Queensland) entrusted us with the evolution of its brand identity, we set out to do more than refresh visuals — we set out to capture the essence of a community that, since 1911, has inspired generations. From day one, our approach was rooted in listening From day one, our approach […]
TOTEM Branding celebrates the power of purpose-driven tourism
Tourism is much more than an industry: it is a bridge between cultures, a tool for development, and a source of national pride Why It Matters Today, we would like to enthusiastically and admirably congratulate Minister David Collado Morales for being recognized as “Minister of the Americas” by UN Tourism, in an emotionally charged and […]
The emerging crisis we’re not talking about enough. A silent crisis among the world’s youth.
While overall mortality is declining, death rates among teenagers and young adults are stagnating or even rising in many countries. The reasons? Why It Matters A complex combination of mental health struggles, substance abuse, suicide, and social disconnection. It’s a paradox of our time: in an era defined by connectivity, many young people feel more […]
