Myth, cliché, or reality?
How brands should deal with cultural stereotypes (and when to avoid them).
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
When I tell someone I’m from Spain, I usually get a joke about siesta.
Truth is: in 2025, very few people in Spain actually nap from 3 to 5 pm. Years ago, shops would close at midday. Today, most run on a continuous schedule — or simply don’t close at all.
So, the siesta is less of a daily routine and more of a cultural symbol. A piece of identity, sometimes exaggerated, sometimes outdated, but still alive in people’s imagination.
And this goes beyond Spain.
🇫🇷 France? Always pictured with a baguette under the arm.
🇬🇧 The UK? Tea time, of course.
🇩🇪 Germany? Unshakable punctuality.
🇮🇹 Italy? Pasta, always pasta.
The thing is: clichés can be useful shortcuts. They’re instantly recognizable, and in marketing they can help anchor a message. But if you rely on them too much, they quickly turn into caricature.
When localizing campaigns, I usually look at clichés in three ways:
Outdated cliché → it hurts credibility. (The “daily siesta” in Spain.)
Timeless cliché → it can still connect if used smartly. (The love for wine in France or Spain.)
Reframed cliché → take it, twist it, and make it relevant. (The siesta not as a rule, but as a summer “slow living” symbol.)
Just like spices in cooking: a little adds flavor, too much ruins the dish.
What’s the cliché people always assume about your country? And… is it myth or reality?
Outside the desk
Where the magic really happens.
🎬 On Monday I went to a drive-in cinema (yes, just like in the movies). Last time was 2 years ago — and I loved it all over again.
🧗♂️ This week I also went back to bouldering… and my arms still hurt.
🏝️ On Wednesday I explored Tabarca Island, a tiny spot near Alicante — and had an amazing paella.
Make it global, baby
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙