Design, the soul of Branding

Episodio notes

How to humanize the world of brands? Andy Stalman is one of the world’s leading brand experts. With more than 25 years of experience, he has developed projects on five continents.

Andy is co-founder and CEO of TOTEM Branding, one of the most reputable branding companies in the world.

In this episode, we talk about the intimate relationship between branding and design. He told me what defines a good brander for him, and described the step-by-step process of creating a successful brand. We also reflected on how mass-market brands will thrive in an era of shifting paradigms.

Andy Stalman is the Director of the “Master Brandoffon”, a visiting professor at prestigious business schools, and a renowned international speaker.

He is the author of three best sellers: “BrandOffOn. The Branding of the Future”, “HumanOffOn”, and “TOTEM. Transforming customers into believers”. In them, he addresses branding in this new era that merges the digital with the physical and proposes to preserve and enhance the human in this new scenario for brands.