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

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

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

Here are some free gifts for you:

Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach

McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf

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Episoder(499)

134: How to stop blaming Covid and start building revenue growth, with Kent Billingsley

134: How to stop blaming Covid and start building revenue growth, with Kent Billingsley

Welcome to the Strategy Skills podcast, from FIRMSconsulting.com. Today we have a very interesting guest, Kent Billingsley, who is going to talk about sales and the revenue side of management consulting. And about using the tools and techniques that he developed in his consulting career which he now applies in almost any kind of industry. We rarely talk about sales. So we thought it will be nice to do a podcast where we dive into this topic. Get Kent's book "ENTREPRENEUR TO MILLIONAIRE: How to Build a Highly Profitable, Fast-Growth Company and Become Embarrassingly Rich Doing It": https://amzn.to/3dU6aPN

26 Feb 202158min

133: The single biggest strategy shift for the next few decades (Monday Morning 8 a.m. #16)

133: The single biggest strategy shift for the next few decades (Monday Morning 8 a.m. #16)

Hello everyone! This is Monday Morning 8 a.m. (#16), a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

22 Feb 202140min

132: Apple car & Amazon's core strategy (Monday Morning 8 a.m. #15)

132: Apple car & Amazon's core strategy (Monday Morning 8 a.m. #15)

Hello everyone! This is Monday Morning 8 a.m. (#15), a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

15 Feb 202135min

131: Defense is not a strategy (Monday Morning 8 a.m. #14)

131: Defense is not a strategy (Monday Morning 8 a.m. #14)

Hello everyone! This is Monday Morning 8 a.m. (#14), a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

8 Feb 202132min

130: How to create a career strategy for an executive (Monday Morning 8 a.m. #13)

130: How to create a career strategy for an executive (Monday Morning 8 a.m. #13)

Hello everyone! This is Monday Morning 8 a.m. (#13), a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

1 Feb 202137min

129: The nuances of a private equity strategy (Monday Morning 8 a.m. #12)

129: The nuances of a private equity strategy (Monday Morning 8 a.m. #12)

Hello everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

25 Jan 202130min

128: How to eliminate bureaucratic red tape and bad excuses, with Martin Lindstrom

128: How to eliminate bureaucratic red tape and bad excuses, with Martin Lindstrom

Martin's book THE MINISTRY OF COMMON SENSE: https://amzn.to/3962pE9 Meet New York Times bestselling author Martin Lindstrom (one of TIME magazine’s 100 Most Influential People). We interviewed Martin about his new book THE MINISTRY OF COMMON SENSE: How to Eliminate Bureaucratic Red Tape, Bad Excuses, and Corporate BS. Doesn’t your workplace drive you crazy when you get cc’ed on irrelevant email chains, invited to unnecessary meetings, or forbidden by company policy to do the exact thing your boss commands you to do?  These and many other frustrations stem from the same underlying cause: a lack of common sense! In an interview Martin discusses the most typical roadblocks to common sense: (Bad) customer experience Politics Technology Meetings and Power Points Rules, Regulations, and Policies Compliance and Legal And has remedies for all.  Martin Lindstrom is the founder and chairman of Lindstrom Company, a global branding & culture transformation firm, operating across five continents and more than 30 countries. TIME Magazine has named Lindstrom one of the “World’s 100 Most Influential People,” and for three years running, Thinkers50, has selected Lindstrom to be among the world’s top 50 business thinkers. Among the companies he advises are Burger King, Lowes, Boar’s Head, Beverly Hills Hotels, Pepsi, Nestle and Google. Lindstrom is the author of seven books including several New York Times bestsellers that have been translated into 60 languages. The Wall-Street Journal praised his book Brand Sense as “one of the five best marketing books ever published,” and his book Small Data as “revolutionary,” and TIME called his book Buyology “a breakthrough in branding.”

21 Jan 20211h 17min

127: Fear is not a strategy (Monday Morning 8 a.m. #11)

127: Fear is not a strategy (Monday Morning 8 a.m. #11)

Hello everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

18 Jan 202130min

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