The Origin • El Origen

ASERE:

The Cuban culture through the word ASERE; a symbol of community and identity rooted in heritage. A term representing friendship and brotherhood, and is at the heart of ASERE Media's story.






The Story Behind ASERE Media: A Cuban-American Journey
 

In the vibrant tapestry of Cuban culture, few words carry as much weight and familiarity as "asere." This simple term, deeply rooted in the island's African heritage, has become a cornerstone of Cuban identity and language. At ASERE Media, we've embraced this powerful word as our company name, reflecting not only our founder's Cuban roots but also our commitment to fostering genuine connections in the world of media.

The Origins of "Asere"

The term "Asere" originated from the Carabalí culture, brought to Cuba by Western Africans from the Calabar coast. In the Abakuá religious tradition, which stems from this culture, "asere" roughly translates to "I greet you," serving as a respectful salutation. Over time, this word evolved into a ubiquitous colloquialism in Cuba, used to address friends, acquaintances, and even strangers with a sense of familiarity and warmth.

Today, "asere" is widely understood to mean "bro," "dude," or "friend" in Cuban Spanish. It's a word that transcends social barriers, used in daily conversations among Cubans from all walks of life.

The poet and novelist Wendy Guerra even selected "asere" as the most representative word of Cuban Spanish, highlighting its significance in the national lexicon.

From Spain to Minnesota, to Miami: A Personal Connection.

The story of ASERE Media is intrinsically linked to the journey of its founder, Jack Mesa. Born in Minnesota to Cuban parents, Jack's life has been a blend of American upbringing and Cuban heritage. His family's roots trace back to Catalonia, Spain, before his ancestors made their way to Cuba, adding another layer to this rich cultural tapestry.

Growing up, Jack was immersed in stories of Cuba, its vibrant culture, and the warmth of its people. The word "asere" was a constant presence in these tales, representing the friendly and inclusive nature of Cuban society. It became a bridge between his American present and his Cuban heritage, a reminder of the importance of community and connection.

ASERE Media - A clear choice.


CULTURALLY: Embodies the essence of Cuban hospitality and friendliness, values we strive to bring to our media and publicity projects.

INCLUSIVITY: Just as "asere" is used to address friends and strangers alike in Cuba, we aim to create media that brings people together, regardless of their background.

IDENTITY: In a sea of generic media company names, ASERE picks curiosity and inviting conversation.

CONNECTION: It honors our founder's heritage and his family's journey.

FOSTERING CONNECTIONS

We believe in the power of media to bring people together, to tell stories that matter, and to bridge cultural divides. Our name is more than just a label – it's a promise to our clients and audience that when they work with us, they're not just customers; they're "asere" – friends, partners, and valued members of our community.

In a world where digital interactions often feel impersonal, ASERE Media stands as a reminder of the human connections at the heart of all great communication. We're here to greet you, to welcome you, and to create media that resonates with the warmth and inclusivity of that simple yet powerful Cuban word: asere.

Understanding HISPANIC and DIVERSE markets isn't just our specialty – IT'S OUR PASSION. Our Miami-based team creates campaigns that resonate deeply, to drive ENGAGEMENT and deliver RESULTS.

-- Jack R. Mesa, Sr.
Founder ASERE MEDIA by JRM Advertising, Inc.

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