Andy Stalman is considered one of the world's leading branding experts. With more than 25 years of experience, he has developed projects on five continents. His talent and charisma as well as his work and influence in the branding world have led Andy to be recognized globally as "Mr. Branding".
He is currently co-founder and CEO of TOTEM Branding, one of the most reputable branding consultancies in the world. He is the author of 3 best sellers: "BrandOffOn. The Branding of the Future", considered one of the most influential books of the 21st century. "HumanOffOn: Is the Internet changing us as human beings?", an essential book to understand the future of the digitalized society. "TOTEM. Transforming customers into believers", the first book on branding in the new post-pandemic era. Professor and speaker in 5 continents, and one of the "100 best speakers in Spain" according to the consulting firm Thinking Heads. Advisory Director of the International Trademark Association.
He has held prominent management positions at Lacoste, Aeropuertos Argentina 2000 and Multimedios América. He is currently co-founder and CEO of TOTEM Branding, one of the most reputable Branding companies in the world.
He is the Director of the "Master Brandoffon" and visiting professor at prestigious business schools and consultant for companies around the world. Invited to conferences, companies and events both in Spain and in other countries in Europe, Asia, North America, Latin America and Africa, as well as being considered one of the "100 best speakers in Spain" according to the prestigious consulting firm Thinking Heads.
Andy is the author of three best sellers: “BrandOffOn. The Branding of the Future", considered one of the most influential books of the 21st century, which has been among the best sellers on Amazon for more than 300 weeks and is in its 11th edition. And "HumanOffOn: Is the Internet changing us as human beings?" , now in its 4th edition, one of the essential books to understand the present and future of the digitized society.
In 2020 he published his third solo book: "TOTEM. Transforming clients into believers", one of the best-selling books since its inception. launch that is already in its 7th edition and the first book on brands and companies of the new post-covid-19 era.
For brands we are not in an era of change, but in a change of era.
They have changed health, the economy, politics, entertainment, culture, society. How are brands not going to change? But what do people expect of them? What is the new role of brands. What do we demand of them, what do we expect of them? What do they have to do... Such is the point of demand and expectation that more than five out of ten citizens worldwide have placed their hopes for change in the world on brands, rather than on their public representatives. However, the more positioned a brand is in the market and in the minds and hearts of consumers or users, the more will be expected of it. Reaching a point of transcendence represents more demands and responsibility, and a failure of these most beloved and emblematic brands will logically represent disappointment in part of that audience or that community, but the most important thing is to identify if the reason for this inconsistency was the result of an error or, on the contrary, of a deceit or manipulation. Every brand now faces different headwinds, from what employees, customers and citizens want to what their beliefs and expectations are, to understanding the metaverse and the responsibilities that come with sustainability and DEI.
A new generation of brands: TOTEMs. And how to transform customers into believers.
Every day people demand more from brands. Consumer expectations have been transformed. Today they are looking for brands that inspire them, that take care of them and are committed to their well-being, but also that reconcile with their personal values. The most valuable, beloved and successful brands have followed the path towards 'totemization', to become entities that, through their actions, inspire positive change and become benchmarks in the market and society. This is the future of brands. A future in which brands will configure, even more, the relationship that people have with the world, which implies a great opportunity to transform them into TOTEMS and people into true believers and not just consumers.
TOTEM. The new face of Branding. A humane, innovative, sustainable and shared future.
What do these brands stopped at TOTEMs have in common? They are those brands that society was demanding to lead causes, commit and seek, in addition to an economic benefit, a positive social and environmental impact. It is not just about embracing aesthetics, but committing to ethics. Companies that were not only technocentric, but humancentric, with people who inspire others through their actions and not through their speech or verbs. They are companies (or people) that have values that inspire other people, and that from them generate followers, clients and believers. The TOTEMs have this commitment, if you want not in writing, but to fulfil their promises to be socially responsible and sustainable, and to be sure that they know how to do things.