Welcome to Generation AI, an era of limitless innovation where collaboration between humans and machines redefines our reality and propels us towards a future full of infinite promise and possibilities! Can you imagine a world where artificial intelligence (AI) is not just a tool, but an integral part of our lives ? A world where…
They’re not old enough to open their own checking account or go to a store, but they’re making some important spending decisions, and companies are taking notice. So much so that they’re already starting to put them in their spotlight. Staying relevant in the branding and marketing landscape is not just about embracing new trends,…
In his inaugural speech, the new President Javier Milei said: “I prefer to tell you an uncomfortable truth rather than a comfortable lie”. I found it curious that when a public servant tells the truth, part of journalism, society and the opposition are alarmed. Lies, disinformation, manipulation should generate fear, not the truth. The Paradox…
TOTEM Branding’s purpose is to create or transform brands that unite people. In an increasingly divided society, connections matter more than ever and people want brands to lead the way. And with the TOTEM team, we approach the challenge with commitment and responsibility. We help brands take actions that drive “togetherness” in society and the…
Retail has already entered a new phase, where more important tan brick and mortar is experience and love. The experience economy is here to stay. The challenge is to be more attractive than Netflix, YouTube, TikTok, Instagram and the key is in the experiences. A good, flexible, modern, client-centric, and innovative “first space” in a retail…
Branding is a constantly evolving activity, and although we have gained valuable knowledge so far, we still have a lot to learn. From integrating artificial intelligence to managing online reputation and adapting to new platforms, branding requires a mindset that is open and willing to adapt as the world changes rapidly. As we move into…
Purpose has become a strategic imperative for business success today. Writing a purpose statement is easy; what comes next is the hard part. Purpose helps transform the connection between employees and the organization into one of trust and commitment rather than transactions and contracts. As Jørgen Vig Knudstorp, former CEO of LEGO, said, “If you…
We know that more than 90% of the fears we have will never become a real threat. Also, that more than 90% of the things that worry us never happen. And even so, most people and brands live worried and afraid. Fear is very powerful ; because it does not exist. It is a construction…
From my experience of almost thirty years creating or transforming brands on five continents, there are three areas in the business world that should transcend any situation: investment in talent, investment in brand and investment in innovation. And I mention any situation because today is inflation, yesterday was the pandemic and tomorrow… We are no…
There are many companies that educate employees in such a way that in their “policy”, sometimes also called culture or philosophy, the processes are already proven and they cannot question anything. And it is just the opposite that we should be doing. We should be questioning everything: culture, “politics”, processes, leadership, design of finished products…