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…
The future has many names, but one last name: Branding. Most CEOs are beginning to assume that to be successful in the business world you have to have a great brand. Branding doesn’t make it easy, it makes it possible. It’s not all about technology. The success of a brand depends on people. What this…
Generation D is knocking on the door of the working world with such force that the noise is becoming deafening. Generation D is the generation of people who are demotivated, disillusioned and dissatisfied with their jobs. The great demotivation that is being experienced is creating huge problems and some opportunities. The data backs it up.…
Humans have been making use of artificial intelligence for more than seventy years. But by the end of 2022, the emergence of ChatGPT put AI (Artificial Intelligence) back in the headlines, in debates in companies and academia, and in mentions in posts and blogs. The creation of conversational AI systems such as ChatGPT has undoubtedly…
If you wonder why branding is important in tourism, we challenge you with a counter-argument: is there ever a time when branding is not important? The time has come to unleash the power of branding in tourism. And to understand how an innovative branding approach for destinations can help reposition and reshape tourism towards a…
Brands are beginning to understand that the customer experience is not what they say, it’s what they do. Brands begin to assume that they will never have a price advantage, the product can be easily replicated, astrong customer service culturecannot be copied. Differentiating the customer offering, from your teams, with a focus on experience will…
Most CEOs begin to assume that to succeed in the business world you have to have a great brand. Branding doesn’t make it easy, it makes it possible. And cthe more I get to know the CEO of a company, the more I understand the success or failure of their brand. Great brands achieve their iconic…
Determining the financial value of a brand is a difficult task. Determining it at lthe 100 most valuable brands in 2022 is even more complex. Despite the intangibility of a brand, it’s hard to deny how effective a strong brand can be in driving a company’s bottom line; in all areas Brand Finance, in its…