As those that know me know, I love using ’dichos y refranes’. Many marketers also turn to these savvy, sometimes funny, and often wise phrases in programs directed at reaching the Latino community. I was thinking of this as I listened to a new song by Gloria Estefan called “ Refranes.” Here is a link to a great site for lyrics of songs http://www.sing365.com/music/lyric.nsf/Refranes-lyrics-Gloria-Estefan/D0F5F884B32273C14825736E0025A52F.
What caught my attention was that I had never before heard some of the refranes she uses. Granted, Gloria’s album harkens back to her Cuban roots and the song is based on the tale of finding her abuelita‘s notebook. But when using these, or any other cultural phrases or slang, it is important to recognize regional differences in ensuring that a message is of relevance to a broader segment of the audience. In the Hispanic market, as in the general market, testing and using research when developing programs and campaigns is important to ensure success. As the saying goes: nunca por hacer las cosas bien se ha perdido el tiempo.
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