Author: Darko Vlahović
Photography: Ana Morales
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Agentinian businessman, bestselling author, and lecturer Andy Stalman is one of the world’s leading experts on branding. During his 30-year career, he has worked as a marketing specialist and director for a number of reputable companies, developed marketing projects across five continents, published several reference books, and taught at prestigious business schools in various countries.
His painstaking work and specific expertise earned him the nickname Mr Branding, for which he is famous all over the world.
– The nickname came about of its own accord over the years as my clients and industry peers gave recognition to my deep commitment to branding and my ability to transform brands – says Stalman, who was kind enough to carve out some time for this interview with Symbol in his busy schedule.
And indeed, his decades-long (and counting!) journey through the world of branding has been marked by passion, dedication, and relentless pursuit of excellence, and the (nick)name he made of himself proves that he put his best foot forward on the path to success and came up in the world.
– While my nickname may not have been my idea, it embodies the essence of who I am and what I stand for in the world of branding. It speaks to my unwavering belief in the power of brands to inspire, connect, and transform lives. I wear the nickname Mr Branding with pride and humility, knowing that it represents the culmination of years of hard work, creativity, and dedication to the art and science of branding – says Stalman.
Born in Buenos Aires in 1969, Stalman earned a degree in journalism from the Pontifical Catholic University of Argentina in his hometown, and then went on to graduate in international relations from the University of Belgrano. Following that, he studied advanced communications at Saint Joseph’s University in Philadelphia and majored in marketing at Pompeu Fabra University in Barcelona. In the mid-nineties, he worked as a marketing director for Lacoste in Buenos Aires.
From 1998 to 2002, he was director of the Aeropuertos Argentina company, and as such, he was put in charge of the marketing and business development of the country’s 35 biggest airports. After that, he worked as general director of the Cato Partners Europe & Latam company for 16 years. He is currently the director and co-owner of TOTEM Branding, one of the most renowned global branding companies.
Along the way, he gave motivational speeches and professional lectures at business schools in the USA, Spain, Colombia, Mexico, and Peru, among other countries, and published three bestselling reference works – “BrandOffOn: The Branding of the Future”, “HumanOffOn: Is the Internet Changing Us as Human Beings?” and “TOTEM: Transforming Clients into Believers” – which reached the libraries’ top shelves as some of the most influential books of the 21st century in the field of branding and marketing.
Since branding is not first on the list of desirable careers that young people dream of, I wondered how Stalman ended up in the industry in the first place. When did he realise that branding was on-brand for him?
– I didn’t have an eureka! moment – I figured out branding was my calling after a series of experiences. Having worked on various projects, I’ve seen firsthand how effective branding can be in transforming a business. It wasn’t just about logos or slogans; the point was in creating a convincing story and a consistent, authentic identity that resonates with people – says Stalman.
And in what way have the various cultures he came across in the countries where he lived and studied impacted him?
– Growing up in Argentina, I was exposed to a vibrant melting pot of cultures and traditions. It was there that I first became fascinated by the power of storytelling and the scope of visual identity, even before I knew that these concepts fall under the umbrella of branding. The turning point was my education in the USA: studying in the States introduced me to the latest marketing theories and practices. The dynamics and competitive nature of the US market opened my eyes. Thus, I could see clearly that successful companies don’t just sell products or services – they sell brands. In Spain, on the other hand, I immersed myself in the rich history of art, design, and communication. There I began to perceive branding not only as a profession, but also as a form of art – he says.
Mr Branding explains that “branding is the perfect combination of strategy, creativity, and psychology.”
– Branding requires a profound understanding of human behaviour, storytelling skills, and a strategic mindset. A strong brand can inspire loyalty, create a bond, and drive success in ways that traditional marketing cannot.
I ask him about his biggest role model in the industry. Is there someone he looks up to?
– My partner from TOTEM Branding, Graham Purnell, had a substantial impact on my career. His approach to branding is deeply strategic and insightful, with an emphasis on innovation, human centricity, great design, and an understanding of market dynamics. I would also like to mention certain icons in the world of branding, such as Walter Landor, Wally Olins, David Aaker, Marty Neumeier, and my peers: Gonzalo Brujó, Marcelo Ghi, and Gustavo Koniczer.
As I listen to Stalman talk about his work with such ardour, I wonder what makes brands matter. What role will branding play in the future?
In today’s fast-paced and hyper-connected world, brands are more than just logos or products: they serve as symbols of identity, values, and aspirations. Brands have the power to transcend mere transactions and form meaningful connections with people, turning them into apostles and advocates. At their core, brands are all about building relationships —relationships based on trust, authenticity, and shared values – he drives the point home.
Stalman believes that in the future, brands could play an even more significant role in driving positive change and solving pressing social issues, from sustainability and inclusiveness to ethical business practices and social responsibility.
Brands have this great power —with which comes great responsibility
– to be forces of good in the world. Great brands are more than mere commercial entities; they are agents of transformation, driving cultural, social, and economic change. In the future, brands that embrace purpose, values, innovation, and authenticity will not only survive but thrive in an increasingly complex and interconnected world – says Stalman.
Notwithstanding their proclaimed mission, some brands are still more successful than others. I ask Stalman which brands —apart from his own TOTEM Branding —he considers particularly successful. He cites several examples, including one from Croatia, and the first one he mentions is the iconic Argentinian football club “Boca Juniors”.
– It’s more than just a football club: it’s a cultural institution and a symbol of passion, pride, and sporting excellence. With a rich history stretching back over a century, Boca Juniors have won the hearts of fans all around the world with their legendary blue and yellow colours, supreme players, and rip-roaring matches at La Bombonera Stadium. “Boca” embodies the spirit of Buenos Aires and the eternal power of this wonderful game – he says.
Stalman’s second and third examples also come from the world of sports: he gives a nod to the famous Spanish tennis player Rafael Nadal and our very own Luka Modrić.
– Nadal is so much more than just a tennis player; he’s a global icon and an emblem of determination, resilience, and sportsmanship. In addition to his achievements on the tennis court, his humility, integrity, and philanthropy earned him the admiration and respect of fans everywhere – he says.
As for Modrić, Stalman considers him a masterful player known for his grace and great head in the game, a bastion of the art and brilliance of modern football.
– As a key player of Real Madrid and the Croatian national team, Modrić has put the audiences in a trance with his precise passes, impeccable vision, and ability to control the flow of the game – he expresses his admiration.
As a stellar example of successful branding, Stalman further highlights the natural beauty, cultural wealth, and charm of the Spanish Mediterranean island of Mallorca.
– From the historic streets of Palma to the rugged Serra de Tramuntana mountains, Mallorca offers a diverse range of experiences that captivate the senses and nourish the soul – he points out.
Exactly ten years ago, he published his most famous book, “BrandOffOn: The Branding of the Future”, which was on the Amazon Best Sellers list for more than 480 weeks. I asked him how his book stood the test of time, as well as how much the branding industry has changed in the meantime.
– Looking back, I’m filled with a sense of pride and gratitude for the mark that my book left on the industry. The world of branding and marketing is constantly evolving, and the last ten years have brought significant paradigm shifts that have reshaped the way we approach branding in the digital era. As I reflect on the evolution of the branding industry, I’m amazed at the profound transformations we have witnessed. From the rise of digital technology and social media to the increasing emphasis on purposeful branding and the experience economy, the industry has undergone a remarkable transformation set in motion by advances in technology, changes in consumer behaviour, as well as in social mores – Stalman emphasises and adds:
– Amidst all these changes, the book “BrandOffOn: The Branding of the Future” has remained a constant source of inspiration and guidance for professionals and academia. I feel honoured and humbled when I hear the media call my book “the Bible of branding” or “one of the most influential books of the century.” For me, it’s so much more than just a book – it’s a labour of love, the culmination of years of research, experience, and passion for branding – Stalman proclaims.
In his second bestseller, “HumanOffOn: Is the Internet Changing Us as Human Beings?”, he delved into the issue of whether the Internet is changing us as human beings. How can we hold on to humanity as much as possible in a world that is increasingly digitised?
– The Internet has become an integral part of our lives, shaping our relationships, influencing our thoughts, and redefining our sense of ourselves. There is no doubt the Internet has written over our source code. It has also expanded our access to information, facilitated global communication, and democratised creativity and expression. I think it’s more important now than ever before to nurture our humanity and preserve what makes us unique as persons. The key is to cultivate empathy and connection with others, find a balance between digital experiences and real-world interactions, and protect our mental and emotional well-being. Spend some time outside, engage in hobbies that fill your time and soul, and take regular breaks from the screen and chargers meant for devices in order to recharge your batteries in a natural way and reconnect with yourself – he advises.
It was relatively recently, with the launch of Chat GPT, that artificial intelligence entered the mainstream of humanity. How might it affect our way of life? Will AI further break down human societies and turn us into recluses living in our own little bubbles? Stalman believes that the impact of artificial intelligence on our societies and way of life is already deep and far-reaching.
– AI has the potential to revolutionise almost every single aspect of our lives, but the extent of its impact will ultimately depend on how we decide to use its potential – he states.
Stalman once said that every person with a profile on social media is actually a global brand. What is that supposed to mean for each of us?
Ah, the digital era —a playground of boundless possibilities where every individual wields the power of a global brand. It really is an exciting concept, isn’t it? But how do you build your own unique space and leave a lasting impression on a global scale amidst this digital cacophony? – Stalman poses a rhetorical question and lets us in on several hacks.
– First and foremost, you need to be authentic. Authenticity is your secret weapon. Be your unapologetic self – flaunt your flaws, your issues, and your passions alike! Furthermore, it’s important to be consistent, involved, curious, and create content that has added value. Seize your own digital destiny! The digital era represents a world of possibilities for those brave enough to tap into it. Just about anyone can harness the power of personal branding to make a lasting impression on a global scale. So, go ahead, let your personal brand shine bright like a liquid-crystal display! – Andy Stalman concludes.
And we conclude that Mr Branding certainly knows what he is talking about!
