Color symbolism in Hispanic culture, a lesson in Spanglish.

Color symbolism in Hispanic culture, a lesson in Spanglish.

Spanglish 102

El color es un elemento clave de la cultura hispana y latina. Desde la ropa y decoración hasta el arte y la música, el color transmite simbolismo y significado profundo. Los colores vivos y brillantes reflejan la alegría de vivir, la pasión y el optimismo que caracterizan a nuestra gente.

Uno de los colores más importantes es el rojo. En español decimos “ponerse rojo” cuando alguien sonrie o siente vergüenza. El rojo también representa la pasión, el amor, la fuerza y el poder. Es el color del corazón y la sangre. En celebraciones como el Día de San Valentín y el Día de los Enamorados, el rojo domina. When I think rojo I think of ripe strawberries, roses, rubies, fire, excelencia and corazones ardientes.

El amarillo es el color de la felicidad y la energía positiva. It reminds me of el sol brillante, limones frescos, and smiley caritas. In many Latin cultures el amarillo signifies esperanza for a brighter future. Some Catholic churches use yellow vestments during fiestas to denote joy and celebration. Amarillo es el color del optimismo.

El verde has complex symbolism in Latin cultures. It can represent both life and death, growth and decay. Verde is the color of nature, plants, esmeraldas. It also evokes envy and jealousy – “green wiith envy.” However, many Hispanic cultures use verde to symbolize independence and national pride. For example, la bandera de México is verde, blanco y rojo.

El azul evokes tranquility and peace. It makes us think of clear skies and ocean waves. Azul represents harmony, stability, confidence and wisdom. In fact, the term “thinking out of the box” is translated as “pensar fuera de la caja azul” in Spanish. Azul is associated with the Virgin Mary in Latino art and culture.

El morado or purple is traditionally the color of royalty, prestige and ambition. In pre-Columbian times, purple dyes were reserved for Aztec emperors and kings. Today, morado symbolizes extravagance, exclusivity, luxury and creativity. You see it during Quinceañeras to accent the birthday girl’s elegance and sophistication as she transitions to womanhood.

El rosado or pink has feminine connotations like flowers, romance and self-care. Rosado evokes the softness and gentleness of youth and innocence. It’s a playful, flirtatious color that represents girl power. Rosado even has its own holiday – el Día de los Rosados observed on April 9th.

Puedes aprender más sobre Latin American celebrations en nuestra otra publicación.

El negro is the color of mystery and elegance. It conveys seriousness, power, and sophistication. You often see latinos and latinas dressed to the nines in black during ritzy galas and glamorous events. However, negro also symbolizes mourning and loss when worn at funerals and mythology blended with Catholic imagery (because, Satan).

El blanco represents purity, perfection, safety and cleanliness. Novias wear white wedding gowns to show their virginity and new beginnings. Doctors, dentists and chefs use white coats to portray professionalism, hygiene and competence. Blanco is holy and sacred.

El café or brown connects us to mother earth, home, comfort and natural materials like wood and leather. Café relaxes, grounds and soothes. It speaks to lo natural, organic, humble.

As you can see, color speaks volumes in Hispanic culture. It allows us to express ourselves and connect more deeply with our heritage. Whether flaunting fiery rojo or tranquil azul, every shade and hue has significance.

¡Que vivan los colores!

Why Cubans & Puerto Ricans tend to be more conservative in the US.

Why Cubans & Puerto Ricans tend to be more conservative in the US.

Puerto Ricans and Cubans are often viewed as more politically conservative compared to other major Hispanic populations in the United States. This conservative leaning stems from several key factors tied to their histories and immigrant experiences:

Anti-Communist Sentiment

Both Puerto Ricans and Cubans have deep anti-communist views rooted in experience with socialist regimes back home. Cubans fled Fidel Castro’s communist revolution, leading to strongly negative perceptions of leftist policies. Puerto Rico had an influential pro-independence socialist movement in the 1950s-60s that was rejected by the mainstream. These political backgrounds engender skepticism of liberal policies deemed socialist.

Refugee Identity

Cubans strongly relate to their past as political refugees fleeing a repressive regime. This shapes an anti-leftist stance. Conservative policies are seen as safeguarding the liberties denied in communist Cuba. Puerto Ricans don’t have the same refugee identity, but many migrated to escape poor economic conditions and political unrest, leading to similar conservative leanings.

Religion

Both populations are predominantly Catholic, a more traditional and conservative religious background. Cuban and Puerto Rican values around issues like abortion and gay marriage tend to skew conservative in line with Catholic doctrine. The Church remains influential in both communities.

Business Ownership

Cuban-Americans and Puerto Ricans have high rates of small business ownership and entrepreneurship. This self-reliance fosters wariness of taxes, regulation and other liberal economic policies that can impact businesses. Conservatism supports free enterprise.

Generational Status

As U.S. territories, Puerto Rico and Cuba foster stronger ties to American identity even before migrating. This facilitates faster assimilation to mainstream U.S. values versus immigrants from fully foreign nations. Newer generations in particular gravitate conservative.

Geographical Concentration

Heavily based in Florida, Cuban-Americans hold significant sway in a critical swing state, increasing their political influence. Puerto Ricans are concentrated in the Northeast, another more moderate/conservative leaning region. Geographic isolation from the Southwest liberalism.

Race Perceptions

Despite Hispanic ethnicity, Cubans and Puerto Ricans often view themselves as “white” in contrast to mestizo identities of other Latin American immigrants. This shapes political views in a more conservative direction aligned with white America.

Paths to Citizenship

As U.S. citizens by birth, Puerto Ricans have no immigration hurdles. Cubans enjoy special expedited paths to citizenship unavailable to most other Hispanics. This facilitates integration and conservative political leanings.
While Puerto Ricans and Cubans skew more conservative, this nonetheless creates some tensions and divisions politically versus other U.S. Hispanic populations:

Competition for Political Influence

Cuban and Puerto Ricans’ conservative stance sets them apart from the broader Hispanic community, seen as more liberal. This can spark competition for political influence and leadership within the Latino electorate.

Alignment with GOP

Shared conservative views lead Cubans and Puerto Ricans to align more often with the Republican party, in contrast to the strong Democratic leanings of most other Hispanics. This partisan split can foster divisions.

Immigration Policy Disputes

Conservative opposition to illegal immigration and perceived reluctance to support DREAM Act or paths to citizenship for undocumented Hispanics angers more liberal immigrant groups from Mexico and Central America.

Perceived Elitism

Other Hispanics may resent the favorable treatment Cubans receive in immigration, citizenship and government assistance, seen as conferring unfair advantages. This breeds perceptions of cubanos as elitist and disconnected.

Economic Policy Divides

Conservative pro-business stances and lower support for expanding social safety net programs like welfare put Cuban and Puerto Rican politics at odds with working class Hispanic immigrants.

Lack of Solidarity

The conservative Cuban and Puerto Rican establishment is perceived as out of touch when it comes to expressing solidarity and advancing causes important to liberal Hispanic activists and working class immigrant communities.

Rival Political Leadership

High-profile conservative Cuban and Puerto Rican politicians like Sens. Cruz and Rubio are disliked by liberal Hispanic activist groups and seen as betraying the broader Latino community’s progressive agenda.

Racial Justice Issues

Cuban and Puerto Rican conservatives are perceived as less attentive to issues of racism, racial profiling, and discrimination impacting Mexicans and darker-skinned Latin American immigrants.

Culture Wars

Conservative views on sexuality, gender norms and religion alienate younger, more socially liberal Hispanics. Inter-generational divides result. While generalizations do not apply universally, Puerto Ricans’ and Cubans’ right-leaning political stances foster real rifts and tensions with other segments of the U.S. Hispanic population. These divisions have implications for partisan political mobilization and can inhibit formation of a unified Latino voting bloc. Nuanced understanding of Hispanic diversity remains critical to political engagement.
Latin American celebrations to add to your marketing calendar.

Latin American celebrations to add to your marketing calendar.

13 Latin American Celebrations…and counting.

Latin American holidays are a vibrant and diverse array of celebrations that reflect the rich cultural heritage of Latin America and its diaspora. This list includes some of the most notable Latino holidays, but it’s important to note that different countries and communities may celebrate these holidays with varying customs and traditions.

Below is the succinct list and below it, we get into the details:

  1. Día de los Muertos – November 1st and 2nd
  2. Día de los Reyes Magos – January 6th
  3. Carnaval – Starts on the Friday before Ash Wednesday
  4. Cinco de Mayo – May 5th
  5. Noche de San Juan – June 23rd
  6. Inti Raymi – June 24th
  7. Día de la Independencia – September 15th for most of Central America
  8. Navidad – December 24th (this is a fact)
  9. Año Nuevo – December 31st
  10. Día de la Raza – October 12th
  11. Semana Santa – Starts on the week leading up to Easter
  12. La Fiesta de la Virgen de Guadalupe – December 12th
  13. Día Nacional de la Pachamama – August 1st

How Do Hispanic Families in the United States Celebrate American Thanksgiving?

American Thanksgiving is traditionally not a Hispanic holiday, rooted as it is in the history of early European settlers. Yet, many Hispanic families in the U.S. Have adopted this day of gratitude, creating unique celebrations that blend their rich cultural heritage with American customs.

A Fusion of Flavors and Traditions

Hispanic families often create a Thanksgiving feast that features both traditional American dishes and Hispanic culinary favorites.

  • Classic American Dishes: Turkey and pumpkin pie usually make an appearance on the dinner table.
  • Hispanic Delicacies: These are often accompanied by tamales, empanadas, or arroz con gandules, reflecting the diverse backgrounds of the celebrants.

A Multicultural Gathering

Thanksgiving for Hispanic families is more than just the food; it’s a celebration of togetherness and gratitude. Families gather to give thanks, share stories, and enjoy each other’s company.

  • Family and Friends: The holiday becomes a multicultural gathering where relatives and friends come together, merging traditions and making new memories.
  • Cultural Expressions: Music, dance, and other cultural expressions from their heritage are often incorporated into the day’s festivities, enriching the celebration further.

Highlighting Diversity

The way Hispanic families celebrate Thanksgiving highlights the broader multicultural tapestry of American society.

  • Mixing Traditions: From blending varieties of dishes to incorporating elements of Hispanic festivities, these celebrations showcase the beautiful diversity that characterizes the nation.
  • Reflecting Multiculturalism: This unique blend fosters an environment where different traditions coexist, illustrating America’s ability to embrace and integrate various cultural backgrounds.

By making Thanksgiving their own, Hispanic families in the United States enrich this American tradition, adding depth and diversity to the national celebration.

Día de los Muertos (Day of the Dead): Celebrated on November 1st and 2nd, this holiday honors deceased loved ones with altars, offerings, and gatherings at cemeteries. It’s widely celebrated in Mexico but also observed in other Latin American countries.

Día de los Reyes Magos (Three Kings’ Day): January 6th marks the celebration of the Three Wise Men who visited the baby Jesus. It is a significant holiday in many Latin American countries and often involves parades, gift-giving, and special foods like Rosca de Reyes.

Carnaval (Carnival): This pre-Lenten festival is celebrated with colorful parades, music, dance, and elaborate costumes. Brazil’s Carnival is world-famous, but many other Latin American countries, such as Colombia, Mexico, and Uruguay, also have their own unique celebrations.

In Rio de Janeiro, Brazil, Carnaval features elaborate samba parades, dazzling costumes, and intricate floats that showcase the city’s rich culture and the rhythmic pulse of samba music. The streets come alive with energy and color, making it one of the most iconic Carnaval celebrations worldwide.

Venice, Italy hosts the Carnevale di Venezia, renowned for its elaborate masks that bring an air of mystique and elegance to the event. The historic city becomes a backdrop for opulent balls, parades, and theatrical performances, all steeped in tradition.

In Trinidad and Tobago, the Trinidad Carnival is a vibrant fusion of African, Indian, and European influences. Celebrated with energetic calypso and soca music, it features colorful costumes and lively dance competitions, reflecting the island’s diverse cultural heritage.

These celebrations, along with countless others worldwide, exemplify the spirit of Carnaval as a time for communities to come together, express their creativity, and revel in the joyous, collective spirit of the festivities.

Cinco de Mayo: Though more widely celebrated in the United States, Cinco de Mayo commemorates the Mexican army’s victory over the French at the Battle of Puebla on May 5th, 1862. It’s a day of Mexican pride and heritage.

In Mexico, the day symbolizes Mexican resilience and the defense of their sovereignty. While not a federal holiday, it is celebrated with local events, including military parades and reenactments of the Battle of Puebla, especially in the state of Puebla where the battle occurred.

In the United States, Cinco de Mayo has taken on a broader significance as a vibrant celebration of Mexican culture and identity. Festivities typically include:

  • Parades: Colorful processions featuring traditional costumes and floats.
  • Music and Dance: Performances of mariachi bands and folklorico dancers.
  • Cuisine: Enjoyment of traditional Mexican foods such as tacos, enchiladas, and beverages like margaritas.
  • Community Events: Various cultural events and festivals that honor Mexican heritage.

This day serves as a joyous occasion to appreciate and celebrate the rich cultural contributions of the Mexican community.

Noche de San Juan (St. John’s Eve): Celebrated on June 23rd, the eve of St. John the Baptist’s feast day, this holiday includes bonfires, dancing, and rituals believed to bring good luck and purify the soul.

During Noche de San Juan, bonfires are a central element, symbolizing the sun’s power and purification. People gather on beaches, riverbanks, and public squares to light these bonfires. It’s a tradition for individuals to leap over the flames, an act believed to bring good luck and ward off evil spirits.

The celebrations are not just limited to fire rituals. Traditional music and dancing fill the air, creating an atmosphere of joy and communal bonding. Special foods and drinks, such as queso de San Juan (a type of cheese) and herb-infused beverages, are enjoyed by many, adding to the festive spirit.

Noche de San Juan is a rich tapestry of Christian and ancient pagan traditions. It’s a celebration of light, renewal, and the enduring spirit of community, making it one of the most captivating and cherished Hispanic holidays.

Inti Raymi: Held on June 24th in Peru, Inti Raymi is an ancient Incan festival celebrating the winter solstice and the sun god, Inti. It includes colorful ceremonies and reenactments.

Día de la Independencia (Independence Day): Each Latin American country has its own Independence Day, commemorating its liberation from Spanish colonial rule. Dates vary, with some examples being September 15th (Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua) and September 16th (Mexico).

Día de la Independencia is celebrated with grand parades, patriotic displays, and cultural events across the Hispanic world. For instance, in Mexico, the day is marked with colorful processions, fireworks, and the iconic ‘Grito de Dolores,’ a reenactment of Miguel Hidalgo’s call for independence in 1810. In Colombia, the festivities occur on July 20th and feature military parades and folkloric performances.

These celebrations serve as a powerful reminder of the enduring spirit of freedom, unity, and national pride, highlighting the rich cultural heritage and the collective memory of the struggle for independence in each country.

Navidad (Christmas): Christmas in Latin America is a festive and religious holiday, often beginning with celebrations on December 16th, known as Las Posadas, and culminating on December 24th and 25th with feasting, music, and religious ceremonies.

What Are the Traditions of Las Posadas in Mexico?

Las Posadas, a cherished Mexican Christmas tradition, captures the heart and soul of the holiday season. This nine-day celebration kicks off on December 16th and concludes on December 24th, mirroring Mary and Joseph’s quest for lodging in Bethlehem.

Evening Processions

Each night, you’ll find groups of participants moving from house to house in a lively procession. They sing traditional songs while carrying images of Mary and Joseph, reenacting their search for shelter. At every stop, the group is symbolically declined entry until they reach the designated home or ‘inn’ where they are warmly received.

Symbolic Hospitality

The welcoming house usually offers a festive atmosphere complete with a piñata, an array of delicious foods, and spirited hospitality. This moment of acceptance signifies the end of the journey and the start of lively celebrations.

Sense of Community

Las Posadas is more than just a religious commemoration. It nurtures community spirit, generosity, and togetherness, making it a deeply meaningful and joyful tradition. Families and friends come together, bridging gaps and reinforcing social bonds.

Festive Food and Activities

Expect to indulge in Mexican culinary delights such as tamales, ponche (a fruit punch), and other seasonal treats. Breaking the piñata is a highlight, especially for children, symbolizing joy and good fortune.

This profound mix of faith, community, and festivity makes Las Posadas a beloved tradition that extends its warmth and charm beyond Mexico’s borders, captivating hearts everywhere.

Año Nuevo (New Year): New Year’s Eve and New Year’s Day are celebrated with various traditions, including wearing specific colors for good luck and engaging in rituals like eating 12 grapes at midnight.

Día de la Raza (Day of the Race): Celebrated on October 12th, this holiday commemorates the encounter of cultures following Christopher Columbus’s arrival in the Americas.

Celebrating Semana Santa in Spain and Latin America

Semana Santa, also known as Holy Week, is a vibrant and deeply spiritual celebration observed throughout Spain and Latin America. This festival amalgamates indigenous traditions and Spanish influences to create a unique cultural experience.

Colorful Processions

One of the most striking features of Semana Santa is the elaborate processions that take place across cities and towns. Participants often dress in traditional religious attire, including hooded cloaks and long robes. They march along the streets, carrying intricately decorated floats (or “pasos”) that depict scenes from the Passion of Christ.

Intricate Street Carpets

In certain countries like Guatemala, locals take pride in creating elaborate street carpets made from colored sawdust, flower petals, and other organic materials. These “alfombras” showcase stunning designs and are often crafted overnight, only to be walked over by processions the next day. They are a true testament to both artistry and devotion.

Faithful Reenactments

Reenacting biblical scenes is another hallmark of Semana Santa. These live performances allow communities to relive the events leading up to the crucifixion and resurrection of Jesus Christ. Participants take on roles of key biblical figures, offering a vivid and emotional portrayal of these significant religious events.

Key Features

  • Blend of Indigenous and Spanish Traditions: Reflects a harmonious mix of both cultures.
  • Elaborate Floats: Intricately decorated and carried through the streets by devoted participants.
  • Street Carpets: Made from colored sawdust and flowers, showcasing impressive craftsmanship.
  • Biblical Reenactments: Engaging performances that bring religious stories to life.

In summary, Semana Santa is a deeply cultural and visually stunning festival that connects communities through shared religious beliefs and artistic expressions. Whether through colorful street processions in Spain or intricate sawdust carpets in Guatemala, the celebrations offer a profound glimpse into the melding of old and new traditions.

La Fiesta de la Virgen de Guadalupe: Celebrated on December 12th, this religious holiday is one of the most important in Mexico and honors the Virgin Mary, specifically her appearance to the indigenous peasant Juan Diego in 1531, who wasn’t canonized until July 31, 2002, by Pope John Paul II.

Día Nacional de la Pachamama: Celebrated on August 1st in Argentina and other Andean countries, this holiday pays homage to Pachamama, the goddess of Mother Earth, with offerings and rituals.

What is Fiesta de la Candelaria and How is it Celebrated?

Fiesta de la Candelaria, or Candlemas, is a notable holiday celebrated across Latin America, particularly in Mexico and Peru. This vibrant festival, which occurs on February 2nd, commemorates the presentation of Jesus at the Temple and the purification of the Virgin Mary, events rooted in Christian tradition. However, the celebration is a unique blend of indigenous rituals and Catholic practices, showcasing the rich cultural tapestry of the region.

Key Traditions and Customs

  1. Elaborate Statues:
    • One of the hallmark customs involves dressing statues of the Virgin Mary and Child Jesus in intricate traditional outfits. These garments are often handmade, reflecting a deep sense of craftsmanship and devotion.
  2. Processions:
    • The beautifully adorned statues are carried through the streets in vibrant processions. These parades are lively, featuring a mix of music, dance, and community participation.
  3. Street Festivals:
    • Accompanying the processions, street festivals spring to life. These events are filled with music, dancing, and local foods, creating an atmosphere of joy and unity.
  4. Religious Ceremonies:
    • Attendees often participate in special Masses and other religious ceremonies that reflect the day’s spiritual significance.

In summary, Fiesta de la Candelaria is a multifaceted celebration that harmonizes religious reverence with cultural exuberance, making it a standout event in the Latin American festive calendar.

How is the Guelaguetza Festival Celebrated in Oaxaca, Mexico?

The Guelaguetza Festival, or “Fiesta de la Guelaguetza,” is a vibrant cultural event held annually in Oaxaca, Mexico, usually in late July. This key celebration showcases the region’s rich indigenous heritage through a kaleidoscope of activities and traditions.

Cultural Performances

One of the highlights of the festival is the array of traditional dance performances. Dancers from various indigenous communities don elaborate, colorful costumes, each representing their unique cultural identity. The dances are often accompanied by live music, characterized by traditional instruments and rhythms.

Artisanal Displays

Artisans from across Oaxaca come to the festival to display their crafts. Visitors can admire and purchase handmade items ranging from woven textiles to intricate pottery. These crafts are not only beautiful but also serve as a window into the indigenous cultures’ craftsmanship and artistic expression.

Traditional Foods

Guelaguetza is also a feast for the senses when it comes to food. Traditional Oaxacan cuisine, such as mole, tlayudas, and tamales, is abundantly available. Street vendors and local eateries offer these delicious dishes, giving festival-goers a taste of the region’s culinary heritage.

Parades and Street Fairs

Throughout the festival, the streets of Oaxaca are filled with parades and fairs. These parades feature floats adorned with regional symbols and dancers who often engage with the crowd. Street fairs offer additional opportunities to experience local music, food, and crafts in a more informal setting.

Purpose and Impact

At its core, the Guelaguetza Festival aims to preserve and promote the diverse traditions of Oaxaca’s indigenous communities. By bringing together these communities and showcasing their unique cultural expressions, the festival not only fosters a sense of pride among locals but also attracts visitors from around the world, making it a significant cultural event on an international scale.

In summary, the Guelaguetza Festival is an immersive celebration featuring traditional dances, artisanal crafts, delicious food, and lively parades. It serves as both a cultural preservation effort and a vibrant attraction for visitors, providing a deep dive into the rich indigenous traditions of Oaxaca, Mexico.

There are many more holidays, religious, non-official, and specific to even regions of certain countries in Latin America.

Use this list as a starting point to learn more about the origins of their celebrations and how your brand can add value to their festivities and sense of community, but not just for the sake of selling to them.

Tell us in the comments which ones you’d like to see added to the growing list.

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How Che Guevara became a commodified commercial brand.

How Che Guevara became a commodified commercial brand.

Hasta siempre, comandante.

Ernesto “Che” Guevara was an Argentine Marxist revolutionary and guerrilla leader who became a major figure of the Cuban Revolution in the 1950s. As a leading theorist and tactician of guerrilla warfare, Guevara helped Fidel Castro’s 26th of July Movement overthrow the U.S.-backed dictatorship of Fulgencio Batista in Cuba in 1959.

After the revolution, Guevara served as a senior figure in Castro’s government, later focusing on fomenting revolution and armed struggle across Latin America and Africa. His vision was to create a continent-wide socialist revolution to overthrow capitalist imperialism and neocolonialism. However, he became disillusioned with the Soviet Union’s brand of socialism and viewed it as deviating from Marxist ideals.

Guevara left Cuba in 1965 to spearhead communist revolutions, first unsuccessfully in Congo-Kinshasa and later in Bolivia, where he was captured and executed by the Bolivian army in 1967, with the support of the CIA. Despite his death, in the ensuing years Guevara became a towering icon of revolution and anti-imperialist struggle. His posthumous memoir The Bolivian Diary became a bestseller, and his iconic image—derived from a 1960 photo by Alberto Korda of him with long hair and wearing a beret with a star—became among the decade’s most ubiquitously reproduced visual symbols of rebellion.

The irony is that while Guevara represented militant anti-capitalism and resistance to U.S. hegemony, his image ended up being commodified and commercialized on an array of consumer products, from T-shirts and posters to vodka bottles and bikinis, generating substantial profits for capitalist companies. The image became a logo to sell rebellion and radical chic to the masses.

This began in 1968, when Italian publisher Giangiacomo Feltrinelli’s advertising agency started printing posters of Korda’s iconic photo of Guevara. Irish artist Jim Fitzpatrick then stylized the Korda photo in multiple colored prints that became ubiquitous counterculture symbols of the era, seen at protests and college dorms.

By the 1980s and 1990s, Guevara’s image started appearing on a vast range of mass-market consumer items as his counterculture popularity merged with corporate desire for profits. From a political perspective, the use of his image to sell products epitomized capitalist exploitation of revolutionary symbols for commercial gain. Critics saw it as representing the incorporation and neutering of radicalism by capitalist consumerism.

Major examples of companies using his image include Smirnoff vodka in 1987, Swatch in 1995, Mercedes-Benz in 1997, and the Japanese toy company Marmit producing millions of Guevara action figures in 1998. Even years after his death, his image continued being used for commercial branding, as recently as Urban Outfitters selling “Che” T-shirts in 2012.

The commodification of Guevara represented a sanitizing of his revolutionary legacy and the triumph of commercial imperatives over political substance. It exemplified pop culture’s ability to strip even the most radical icons of their original political meanings and repurpose them for economic gain. While his image was being used to sell products promoting values counter to his beliefs, Guevara himself likely would have seen the irony of capitalism transforming him into a profitable symbol of anti-capitalism.

So what?

As a brand that wants to authentically engage with the Hispanic market, it is imperative that you do not succumb to this sanitization of cultural ideals.

A common mistake known as Hispandering is what will cause a significant Hispanic sector with purchase power to distance themselves from your brand as they don’t want to feel taken advantage of just for their hard earned money.

Why do niche brands matter to the Hispanic market?

Why do niche brands matter to the Hispanic market?

A brand that is niche specific has several advantages over a brand that targets a broader audience and the list below will highlight some ideas so that you start looking like the freshly cut avocado that looks like it went to private school.

Be niche like you give a damn.

A brand that is niche specific has several advantages over a brand that targets a broader audience:

Better understanding of the target audience: A niche brand can tailor its products, messaging, and marketing strategies to a specific group of consumers. By focusing on a specific niche, the brand can gain a deeper understanding of the needs and preferences of their target audience, which can help them create products and services that are more appealing to their customers.

Without a specific niche, it can be challenging to create targeted marketing strategies that resonate with a particular group of consumers. This can result in less effective marketing campaigns and lower ROI.

Reduced competition: By targeting a specific niche, the brand can reduce competition from larger, more established brands that target a broader audience. This can help the brand stand out in the marketplace and establish itself as a leader in its specific niche.

Higher perceived value: A niche brand can create a perception of exclusivity and expertise in its specific area, which can lead to a higher perceived value among consumers. This can help the brand command premium prices and create a stronger brand image.

Increased brand loyalty: By focusing on a specific niche, the brand can develop a loyal following of customers who are passionate about the brand and its products. This can lead to higher customer retention rates and more word-of-mouth referrals, which can help the brand grow its customer base over time.

A brand that does not specialize may struggle to create a strong emotional connection with its customers. Without a deep understanding of its target audience, the brand may struggle to create products and services that meet their needs and preferences, which can lead to further reduced customer loyalty.

Lack of differentiation: A brand that does not specialize may struggle to differentiate itself from its competitors. This can make it challenging for the brand to stand out in the marketplace and create a strong brand identity.

Difficulty in expanding into new markets: Without a clear niche, the brand may struggle to expand into new markets or create new product lines. This can limit the brand’s growth potential and make it more challenging to remain competitive over time and become an industry leader.

Why should you care?

Even though Spanish is spoken by 595 million people in the world, including 43 million in the United States alone, you’d think that one entry on Google Translate and they’re in your pocket.

The truth is that there are dozens of dialects between Spanish speaking countries and even regions within those countries.

So what matters isn’t just that you speak to them, but how you speak to them.

That’s why it’s crucial that you have a bilingual native or advanced speaker in your team.

They will help you navigate the nuances in Spanish language, or at the very least, know where to look when your campaign is strategizing a tailored message to specific demographics within the Hispanic market.

Overall, not specializing can lead to a lack of differentiation, difficulties in creating targeted marketing strategies, reduced customer loyalty, increased competition, and difficulty in expanding into new markets.