Our Work

In The New Heartland Speaks, Paul Jankowski dimensionalizes the complex, powerful, but often overlooked population living in the heart of our country, and helps us understand that only by recognizing the fundamental humanity and motivations of this dynamic demographic can we unlock true brand connection with them. His insights are vital nourishment for 21st-century brand strategies that hope to unlock the massive potential of this values-based group and give us clear guidance on how to train our thinking to do just that.

The fundamental goal of all brand marketing is to change people’s perceptions and behaviors – ideally, in a way that makes a positive contribution to society. The inherent challenge in pursing that noble goal is developing a deep understanding of people, not in a generic sense but in understanding deeply their hopes and fears, their dreams and challenges, what they love, value, and cherish. In The New Heartland Speaks, Jankowski dispels the gross stereotypes and misconceptions often ascribed to the Heartland, and gives marketing leaders unique insight into this vital and dynamic group of Americans. Jankowski’s book serves as an indispensable guide for those who seek to understand and build meaningful relationships with the New Heartland.

Paul and his staff are passionate, and their expertise in talking to the consumers in the New Heartland sets them apart.

The nuanced insights that Paul Jankowski offers into the needs, desires, affinities, and values of consumers in America’s New Heartland, have helped some of PepsiCo’s biggest brands form deep, lasting relationships with these important consumers.