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

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

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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