

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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Hernan's Agency Start Story
- Hernan started his agency focusing on the Hispanic market from his home with one client in Orlando, Florida.
- Over nearly 20 years, he grew it to serve Fortune 500 companies and become a multicultural marketing leader.
Culture Over Language Matters
- Focus on culture over language when engaging Hispanic consumers to trigger authentic emotional responses.
- Use data and research to understand consumer DNA and nurture long-term relationships, beyond just the sale.
Family & Trust Drive Loyalty
- Hispanic consumers are family-driven with strong values and pride in heritage, often making family-based purchase decisions.
- Trust earns loyalty across generations, making cultural understanding essential for brand engagement.