Totem

In the past, a totem pole was a natural or man-made object that in mythologies of some cultures or societies was taken as an iconic symbol of the tribe or social group. Now, through a new way of doing business and relating to the world, many companies have become true TOTEMS of our society, where concepts such as leadership, values, ethics, sustainability or commitment are increasingly indispensable. In this book, through the figure of the totem of antiquity, Andy Stalman makes a new conception of branding reemerge, analyzing how the most beloved, most successful companies with the greatest impact and relevance in the world are built and developed. Brands like Netflix, Apple, Google, or even Michelle Obama or Cristiano Ronaldo, personalities who have made themselves icons of an influence without equal. Concepts such as branding or soul may seem abstract, but when the reasons why a consumer chooses a brand are analyzed, the dimension and meaning of these concepts becomes tangible. TOTEM is a reading that will help you better understand how the brands of the new era work and will sharpen your sense of how our society is configured, because the true transformation we are experiencing is not reduced to digital: it is also cultural, social, economic and emotional.