The TOTEM Branding team has just returned from Chile with a swollen heart. Confirming that emotion is not an accessory in building a country brand. It’s its heart.
At the 7th Imagen de Chile Meeting, held in Santiago before more than 400 attendees, Andy Stalman represented TOTEM Branding, sharing a vision that transcends borders: “Brands that are felt: the art of moving the world.”
This meeting, organized by the Imagen de Chile Foundation (Marca Chile), confirmed that building a brand is not just about communication, but also about strategy, identity, unity, and coherence.
And above all, emotion.
That the true differentiator lies in its people and their ability to touch the deepest core: pride, belonging, trust, love, and hope.
At TOTEM Branding, as guardians and creators of brands in more than 50 countries, we know that country brands are based on three non-negotiable pillars:
Transforming development into human progress. Because growth isn’t enough; we must elevate people’s lives. A brand provides direction, meaning, and value.
Radical coherence. What is promised on the outside must be lived within, in every detail, in every interaction, in every opportunity, in every story.
Collective construction. A country brand belongs to its people, who proudly represent it and bring it to life every day.
Acting Foreign Minister Gloria de la Fuente, the Executive Director of Imagen de Chile, María Teresa Saldías, directors of the foundation, business leaders, diplomats, entrepreneurs… participated (in person and virtually) in this inspiring event to delve deeper into how to build a country brand that emotionally connects with the world.
The event also featured an excellent presentation by Amy Knightley (He rawe te tūtaki ki a koe. Kia ora mō tō aroha), Director of Marketing and Communications at New Zealand Story Group.
And Tika Foods won the Marca Chile Business Award. A company that proudly represents the country’s entrepreneurial and sustainable spirit. Carolina Echenique moved us with her words.
Our thanks to the Imagen de Chile Foundation for the invitation, the hospitality, and the impeccable organization. But, above all, for reminding us that when a country believes in itself and dares to tell its story with emotion, it can connect with the world in an unparalleled way.
At TOTEM Branding, we have spent decades demonstrating that brands that unite, inspire, and transcend are built with purpose, talent, and heart:
• From being sellers to being connectors
• From seeking transactions to building relationships
• From seeking attention to attracting attention
• From selling products to offering experiences
• From prioritizing the tangible to enhancing the human
• From seeking customers to retaining believers
Thank you for believing. The best is yet to come.
