Almost all brands know what They know their products, their services, their production processes. They know how they do it, they master their methodologies and technologies. They understand what they do. They do, they identify their business objectives and their value proposition. Many brands have even begun to reflect on why they do it, seeking…
Every Google search is a reflection of our concerns, interests, and aspirations. In 2024, these searches not only captured key moments in politics, technology, and culture, but also highlighted how branding influences the way we interpret and relate to the world . From political leaders positioning themselves as personal brands, to digital platforms and artificial…
The brands of the future will not only be technologically advanced, but also deeply human and sustainable . In a world that demands purpose, positive impact and real connection, these brands will be the ones that pave the way to a better tomorrow, where innovation is not at odds with empathy and care for the…
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…