In Multicultural Marketing, Tradition Alone Doesn’t Make a Brand Legendary. For those who appreciate traditional Mexican culture, recognizing the great icons of lucha libre is almost instinctive. In this symbolic universe—where characters are divided between rudos and técnicos —few figures reach the mythic status of "El Santo" -the polished, charismatic star of Mexico’s golden age of cinema, the hero of a thousand battles, stylish driver of a cool 1954 Porshe Speedster, and