Terry Beltran

“What should we call you?” It’s the first question many brand leaders get wrong. Most assume Latinx is the respectful choice, but only 4% of Hispanic adults use it.

I break down Hispanic, Latino, Latinx and Latine. I share what Pew Research found and the 3-second rule I give my corporate clients for getting it right in ads, ERGs and supplier programs.

📩 Get practical tips in The Growth Brief: https://terrybeltran.com/#growth-brief

Bad Bunny’s 2026 Super Bowl halftime show was more than entertainment.

It was layered storytelling, Latino leadership, and a powerful example of multicultural strategy in action.

From the sugarcane fields to the immigrant-owned businesses on stage, from El Apagón to the message of unity across the Americas, this performance carried strategic depth that many brands overlooked.

In this episode, I break down what happened on that stage, what brands missed, and why multicultural intelligence is not just cultural awareness, but a driver of growth.

If you want to increase business growth by understanding the strength about culture, leadership, and brand strategy, subscribe for more insights.

#BadBunny #SuperBowl2026 #MulticulturalMarketing

Coca-Cola’s new global campaign, The World Will Wait, is built around a simple idea: put down the screens, step away from work, and come back to the family dinner table.

But that message raises an important multicultural marketing question:

Does the same cultural insight work in every market?

When I saw Coca-Cola’s “Laptop Face” campaign, one detail immediately caught my attention — the returnable glass Coke bottle sitting on the family table.

I knew that bottle.

Growing up visiting family in Bolivia, it was the kind of bottle I saw at family dinners where people were already gathered around the table, talking and spending time together.

That made me wonder:

If family meals remain culturally strong in parts of Latin America — and among many Hispanic families in the U.S. — does a “come back to the table” message land the same way?

In this episode, I explore what Coca-Cola’s campaign can teach brand leaders about:

• Global campaigns and cultural localization
• Hispanic and Latin American consumer insights
• The difference between persuasion and recognition
• Why cultural assumptions should be tested market by market
• Who needs to be involved when global campaigns are adapted locally

The bigger strategic question is not whether Coca-Cola created a good campaign.

It is whether a global campaign built on one behavioral assumption can mean something very different across cultures.

Before asking a market to “come back” to a behavior, brands should first ask:

Did that audience ever leave it?

#MulticulturalMarketing #HispanicMarketing #LatinAmerica #BrandStrategy #GlobalMarketing #CulturalInsights #CocaCola

As North America hosts the 2026 FIFA World Cup, I found myself reflecting on a conversation Beltran Media captured several years ago during a Ford Hispanic Network event featuring legendary sports broadcaster Andrés Cantor.

Known around the world for his unforgettable "GOOOOOOOOOL!" call, Andrés shares his journey from Argentina to the United States, his lifelong connection to his roots, the growth of soccer in America, and his vision for the future of the World Cup in North America.

Listening to this conversation today, it's remarkable how many of his insights have come to life.

In this episode of The Brand Therapist Podcast, I revisit key moments from that conversation and share my perspective as a Brand Leadership Advisor specializing in multicultural markets on what organizations can learn about culture, community, employee engagement, and building trust.

The World Cup isn't just a sports story.

It's a community story.

A market story.

And ultimately, a brand story.

Whether you're a CEO, CMO, HR leader, ERG leader, entrepreneur, or simply a fan of the world's game, I hope this conversation inspires you to see the World Cup—and multicultural audiences—from a new perspective.

Learn more

Visit my website for more insights on Brand Leadership and Multicultural Market Strategy:

👉 https://www.terrybeltran.com

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About Terry Beltran

Terry Beltran is a Brand Leadership Advisor, Speaker, and Multicultural Market Strategist who helps organizations build trust through leadership, culture, and meaningful experiences.

Helping brands earn trust before they ask for loyalty.

Why do emotional holiday ads outperform discount-driven ads year after year?In this episode, I break down the emotional storytelling strategies behind some of the most iconic holiday advertising campaigns from John Lewis & Partners, Coca-Cola, and Amazon — and explain why these ads stay with us long after the season ends.You’ll learn:✨ Why emotional ads are 22x more memorable than fact-based ads✨ Why nearly 60% of consumers say they love holiday ads✨ How emotional advertising builds customer loyalty and brand affinity✨ What top holiday adverts do differently — and how you can apply these strategies to your own brand✨ The 5 elements of effective holiday storytelling that drive engagement, recall, and connectionIf you’re a business owner, founder, marketer, or brand leader looking to elevate your holiday marketing strategy, this episode will help you shift from promotion-focused advertising to emotion-led storytelling — and build deeper, more meaningful relationships with your audience.🎁 Want help crafting emotional holiday messaging for your brand?I created the Holiday Message Maker, a ChatGPT-powered tool designed to help you create purposeful, emotionally resonant holiday messages quickly and strategically.Learn more here:👉 https://go.beltranmedia.com/holidaymessagemaker—Featured holiday advertising campaigns discussed:• John Lewis & Partners Christmas Adverts (UK)• Coca-Cola “Holidays Are Coming” Campaign• Amazon “Joy Ride” Holiday AdAll trademarks and creative work belong to their respective owners.This video is presented for educational and commentary purposes.—About Terry BeltránTerry Beltrán is a Fractional CMO and multicultural brand strategist who helps purpose-driven brands connect with their audiences through emotional storytelling, cultural insight, and strategic marketing.