As I participate in brand strategy sessions, review consumer behavior data and
observe hundreds of branding initiatives, I am more convinced than ever that many of the major ad agencies and brand leaders do not understand the “New” Heartland beyond a handful of shallow insights and stereotypes.
There is tremendous opportunity for brands to build strong relationships with the biggest and most loyal consumer segment in the country: 60% of US consumers live in the New Heartland.
This site and book will help brand builders define and connect with the “New” Heartland consumer and embrace the role core values such as Faith, Community and Family play in buying behavior.

“How to Speak American sheds light on one of the most significant cultural spaces within the United States: the “New” Heartland. Paul Jankowski does a remarkable job at uncovering the values, rituals and symbols that serve as the undercurrent for Heartland culture. It’s a must-read for anyone seeking to connect with the Heartland consumer in today’s marketplace.”
CMO, Global Consumer Engagement
PepsiCo Americas Beverages

The author shares valuable advice on how to interact with, and develop trusting relationships with the people of this constantly evolving region. While the core values remain constant in many ways, they are open to change in other ways. A marketer must recognize the subtle transformation taking place with the people and the values of the region, as well as recognizing which core ideals remain constant. Paul Jankowski, a born and bred resident of the region, is an excellent guide to this fascinating and potentially profitable region.

I highly recommend the definitive and thought provoking book How to Speak American: Building Brands in the New Heartland by Paul Jankowski, to any marketers, branders, and agencies seeking a deeper and sympathetic guide to understanding the vast and important New Heartland consumer. The author treats the people of the region, and their core values, with respect and honors their dignity. Those elements of dignity and respect are crucial for any marketer to achieve success in the New Heartland marketplace.

Wayne Hurlbert
Host, Business Success Radio


Kindle Version



View my Speakerfile Profile