In the next decade virtually every brand in the world will be represented on the Internet. In this future, online identity will be a conglomerate of profiles ranging from Twitter to Facebook, from Instagram to Twitch, from Pinterest to YouTube, from TikTok to LinkedIn and so on, known and yet unknown. Nowadays, it seems that…
Faster, faster, faster. Faster and faster. Life has accelerated so much that pauses and silences have almost disappeared. At first it shocked me, but then it became normalized for me to start listening to WhatsApp audios at 1.5x speed. It was natural for me to listen to them at 2x. It became so natural to…
Alice in Wonderland asked the Cheshire Cat which way she should go. Cheshire replied, “That depends very much on where you want to go. If you don’t know where you want to go, it doesn’t matter which way you go”. Entrepreneurship is exciting and stressful. To be an entrepreneur is to follow untrodden paths, or…
In an increasingly interconnected, uncertain, complex and competitive world, brands are an integral part of our lives. From the everyday purchases we make, the clothes we wear, the transport we use, the company we work for, the place we study, the food we eat, to the products we buy, brands are present in almost…
Permacrisis’ is probably the word that best defines the era we are living in. Permacrisis is a prolonged period of instability and insecurity, especially resulting from a series of catastrophic events. Successful brands, however, while dealing with permacrisis create ‘perma-opportunity’. “Perma-opportunity is a term that refers to the ability to find opportunities and seize them…
When women and men unite and work together, they are able to achieve incredible things and change the course of history. When men and women work together, our combined skills and perspectives can lead to the creation of innovative and sustainable solutions that benefit all of society. Collaboration and mutual respect are key to achieving…
When we talk about talent, about the people who give life to a company, to a brand, there is a mantra that always repeats in my head: If the mountain does not come to you, you go to the mountain. With the TOTEM Branding team we went to the mountain, and we have at least…
Our society is changing. The focus was in the wrong place. Most companies and brands focused on technology, in almost all its variants: smartphone, computer, tablet, social networks, apps, etc. until they realised that they were confusing the means with the end. And they began to focus on the customer/consumer. It was time to humanise…