The Strategy Skills Podcast: Strategy | Leadership | Critical Thinking | Problem-Solving

556: Award-Winning Strategist Hernan Tagliani on What Brands Get Wrong About Multicultural Marketing

Jun 2, 2025

Hernan Tagliani, a multicultural marketing expert and award-winning strategist for Fortune 500 companies, dives into the critical intersection of culture and commerce. He argues that many brands miss long-term growth by neglecting multicultural strategies and misconceptions about Hispanic consumers. Hernan emphasizes the concept of 'transcreation' over mere translation and shares success stories of building trust with communities. He also discusses the evolving role of AI in achieving cultural relevance and the importance of risk-taking in personal and professional growth.

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INSIGHT

Embrace Diversity and Technology

The multicultural consumer base is rapidly growing and brands must authentically evolve to stay relevant.
Embracing technology like AI is essential to connect with today’s diverse and digitally driven consumers.

INSIGHT

Hispanic Market Reality Check

The Hispanic population is majority U.S.-born, affluent, and a major driver of domestic economic growth.
Recognize myths and biases; align brand strategies with authentic cultural understanding for lasting impact.

ADVICE

Multicultural Strategy Is Essential

Multicultural strategy is a business imperative, not optional, driving long-term growth over short-term gains.
Build a brand that represents and respects the diverse community it serves to avoid losing market share.

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What if cultural relevance isn't just a marketing strategy but a business imperative?

In this episode, I speak with Hernan Tagliani, a multicultural marketing expert, award-winning strategist for Fortune 500 companies, and author of The Hispanic Market for Corporate America and Multicultural Mainstream, that explains how brands can drive lasting growth by truly understanding and serving Hispanic consumers.

Born and raised in Buenos Aires, Hernan shares how he rebuilt his career from the ground up after moving to the U.S., started his agency with a single client, and went on to lead multicultural strategy for some of the world's most recognizable brands. His approach? Culture before language. Data before assumptions. And storytelling that builds trust, not just transactions.

We explore:

Why many brands are missing out on long-term growth by overlooking multicultural strategy
The biggest myths corporate leaders still believe about U.S. Hispanic consumers
Why translating a campaign isn't enough and how "transcreation" builds loyalty across generations
How Hernan helped a national brand go from pilot campaign to national success by earning trust first
What it takes to create a brand that reflects, and respects, the communities it serves
How AI and digital media are reshaping what it means to be culturally relevant in real time

Hernan also shares personal insights on leadership, reinvention, and why taking risks, even when it's uncomfortable, is key to becoming a purpose-driven entrepreneur.

Whether you're building a brand, scaling a business, or trying to connect with today's fastest-growing consumer segment, this episode offers practical strategies and a powerful reframe on what it means to lead with culture, not just campaigns.

Get Hernan's book here: https://rb.gy/jjvvs4

Multicultural Mainstream: The Power of Hispanics In Consumer Marketing

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