25 Wishes for 2025 is a Manifesto of hope and action. 2025 looms on the horizon, not as just another year, but as a portal to new possibilities. It is not just about dreaming, but about building the future we long for. That is why I am sharing 25 wishes, not as mere illusions, but…
The future of branding will not be written only in code or bits, but in the hearts and souls of those who know that technology is the means, not the end. In this dawn of the AI Generation –the GENIA (as we call it at TOTEM Branding )–, we are facing a paradigm shift that…
Did you know that more than a third of the world’s population faces chronic diseases, disabilities or mental health problems on a daily basis? These conditions not only affect millions, but generate social, economic and ethical challenges that demand a collective response. Beyond the numbers, these are human stories that require action and commitment. In…
I recently asked X: “Do you agree with brands starting Christmas campaigns earlier and earlier in the calendar?” The results were revealing: eight out of ten respondents said they are not in favour. Or interpreted another way, approximately 80% of respondents consider this practice to be primarily a response to commercial interests , while only…
Today’s man, homo postmodernus , lives trapped at a crossroads of desire, surrounded by brands that promise to fill every void. They sell him success, happiness, connection, and even purpose, but none of these promises manage to reach the bottom of the abyss that inhabits him. In this era of emptiness, where everything seems to…
Brands around the world face a significant challenge: it is no longer enough to attract customers or collaborators; it is essential to build relationships so strong and deep that they transform them into believers. The era of “transactional branding”—where the customer is a number or a KPI—is dying, and in its place a model based…
The alarm clock is ringing, but it’s not just any alarm clock. It’s the alarm that announces a revolution in the world of branding. Artificial intelligence is here to stay, and not just as another tool in the box, but as the dynamite that is blowing up old structures. The future of branding is facing…
Technology is advancing by leaps and bounds, but at what cost? More data, more speed, more efficiency… all of that sounds wonderful until we realize that, in the process, we are losing touch with what is essential: people. What is the point of having the most sophisticated algorithm if no one feels listened to? What…
The world has changed. What used to be enough—a good product, a competitive price, a catchy ad—is no longer enough to win people over. Today, material things have taken a backseat. People don’t want things, they want causes . Brands that understand this are winning more than just customers—they’re building legions of loyal, passionate, engaged…
Welcome to the most chaotic and exciting era for brands. Branding is no longer what we knew it to be; it’s no longer about logos and catchy campaigns, but about experiences, connections and purpose . We’re witnessing a Branding Renaissance , where the old rules no longer apply, and new ones are being written in…