How to Build a Brand Campaign That Speaks to America: Tips for Successful Marketing to the New Heartland Cultural Segment

Paul Jankowski
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Key Takeaways

​This report will explain:  

  • The geographic parameters and cultural characteristics of the New Heartland
  • How New Heartlanders make purchase decisions and what impacts their buying behavior
  • Key channels to access New Heartlanders​

T​here is a huge opportunity for brands to grow in the New Heartland. Too many brands and their agencies along the East and West Coasts assume that all Americans fit neatly into little categories. But that can be a costly assumption.

Many brands are actually spending large amounts of money on messaging that falls on deaf ears—simply because they don’t take the time to understand the uniqueness of this very large consumer segment. In fact, only 5 percent of surveyed consumers in this region think that brands and companies really understand them well as a consumer.

The New Heartland definitely has its own language. New Heartlanders “Speak American®”—a language that’s built on distinct dialects, colloquialisms, inferred meanings, local definitions, and tradition-rich nuances all driven by long-standing cultural influences.

Brands wanting to reach New Heartlanders need to Speak American in order to be successful beyond a consumer transaction.

Strategically located in Nashville, New Heartland Group is a brand strategy, content creation, digital marketing and branded entertainment agency that creates messaging and engagement platforms that connect with consumers in the New Heartland.

New Heartland Group commissioned Prince Market Research to design and implement a first-of-its-kind extensive 52-part survey with 1,000 participants across the nation in an effort to provide a baseline study of New Heartlanders and their buying behavior and attitude. The findings, printed in this report, definitively distinguish the New Heartland as a unique and POWERFUL CULTURAL SEGMENT–one that brands should get to know.

The insights provided here are a combination of New Heartland Group’s professional experience and in-depth third party and primary research. (All statistical data is referenced from and sourced in the 2014 New Heartland Consumer Insights Study and Speak American® Too: Your Guide to Building Powerful Brands in the New Heartland.)​


Author Bio:

Paul Jankowski
Paul Jankowski is founder and Chief Strategist at New Heartland Group (formerly Access Brand Strategies). He is the author of the upcoming book, Speak American Too: Your Guide to Building Powerful Brands in the New Heartland and lives in Nashville, Tennessee. Learn more about the Heartland Group at
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