TOTEM Times:
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. Why It Matters […]
When a country, a region, or a destination speaks highly of you, branding works
It’s that magical moment when customers become believers. Why It Matters 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 […]
Is good branding expensive?
The prevailing uncertainty has forced many companies to confront the same old reflection: viewing marketing and branding as a cost to be cut. What is almost never analyzed with the same attention is the cost of ceasing to invest in the brand precisely when it is most needed. Why It Matters During the last major […]
This new year will change everything
2026 marks the beginning of a pivotal era where digital maturity is no longer enough and differentiation depends on more than simply incorporating technology. The true challenge for brands is developing a profound capacity for human connection: being authentic, consistent, and mindful in an environment saturated with information, options, and ever-increasing expectations. We are moving […]
The “ChatGPT Effect”
Large language models (LLMs) have transformed the search landscape. Here’s the general impact of the “ChatGPT Effect” on search. Why It Matters Shift from Linking to Answering. Traditional search engines focused on providing a list of links to sources. LLMs introduced generative answers, meaning users are provided with a synthesized, direct answer to their query […]
Last post of 2025. A post for reflection, for thought
This society, on autopilot, needs to reclaim the act of “thinking” in the age of data. Why It Matters The phrase “I think, therefore my algorithm says I exist” is a disturbing update of Descartes’ “cogito, ergo sum,” which transferred the certainty of existence to the intimate act of thinking. Today, that certainty seems to […]
The best CEOs of the year
The best CEOs of the year are: Why It Matters Since there isn’t a single “best” CEO of 2025, as different publications highlight leaders based on various criteria (innovation, profitability, culture), this is a list of the best. The Economist: Highlighted leaders who boosted shareholder returns, including Armin Papperger (Rheinmetall), Tom Palmer (Newmont), Jacek Olczak […]
Almost Christmas Eve, almost Christmas Day. Time for JOMO.
JOMO, or Joy Of Missing Out, is the new silent drug of Silicon Valley and, perhaps, the next great revolution in well-being, not just in the workplace, by 2026. Why It Matters While the digital world pushes us to the limit with hyperconnectivity and the constant fear of missing out (FOMO), JOMO emerges as an […]
A purposeful closing
Not yet, though. Why It Matters Our CEO, Andy Stalman, had the privilege of delivering the closing address at the 17th Leadership Course at the Polytechnic University of Valencia, organized by the Chair of Management and Business Culture. It was more than a conference. It was an encounter filled with emotion, reflection, and vision. A […]
Culture is the new brand battlefield
Far from a “job apocalypse,” generative AI is spawning entirely new occupations that demand human ingenuity, ethical oversight, and cultural fluency, turning workplaces into dynamic ecosystems where branding meets purpose-driven talent. Why It Matters AI isn’t erasing jobs—it’s reinventing them, and brands that grasp this cultural shift will define the future of work. Strong brands […]
