How to Speak American: Building Brands in the New Heartland [NOOK Book]

Overview

Branding professionals all across the country believe that if they've covered the coasts, they've got their marketing plans in order. Paul Jankowski is about to turn that notion inside out.

A marketing professional for more than 20 years with an impressive client list that includes Pepsi, Ford, FedEx, and Beyonce, Jankowski has studied extensively an often-overlooked consumer base, what he calls "America's New Heartland." Through extensive ...
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How to Speak American: Building Brands in the New Heartland

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Overview

Branding professionals all across the country believe that if they've covered the coasts, they've got their marketing plans in order. Paul Jankowski is about to turn that notion inside out.

A marketing professional for more than 20 years with an impressive client list that includes Pepsi, Ford, FedEx, and Beyonce, Jankowski has studied extensively an often-overlooked consumer base, what he calls "America's New Heartland." Through extensive third-party research and hundreds of interviews, coupled with long drives through the interior United States in his Ford F150, Jankowski recognized the costly repercussions of ignoring, and the certain benefits of embracing, this target segment--one that accounts for more than 60 percent of the U.S. population.

In his new book "How to Speak American: Building Brands in the New Heartland" (www.howtospeakamerican.com), Jankowski challenges marketing professionals, CEOs and high-level decision-makers to redirect their marketing philosophies to embrace the "New Heartland" as its own consumer segment rather than relying on a bi-coastal focus and assuming the proverbial bases are covered. A Heartland primer for marketing execs, "How To Speak American" is the first deep study of the role core values play in Heartland consumers' purchasing decisions. It defines the geographic Heartland, challenges stereotypes, identifies its unique and deeply rooted values, and educates brand marketers about "the most impactful consumer segment on the planet." In short, it provides readers a language lesson and invites them into the homes of this highly brand-loyal cultural segment.

"As a brand marketer, it is your responsibility to help your brand form deep, lasting relationships with Heartland consumers," Jankowski cautions. "Consider this a wake-up call. The status quo will kill your brand."

This groundbreaking and insightful book has the power to change the face of marketing in the United States, and executives who read and absorb this compelling read will eagerly adopt a reengineered consumer engagement approach that will impact their business on an enormous scale.
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Editorial Reviews

Frank Cooper
“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.
—FRANK COOPER III
CMO, Global Consumer Engagement
PepsiCo Americas Beverages
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Product Details

  • BN ID: 2940013743847
  • Publisher: ABS Publishing
  • Publication date: 4/3/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Sales rank: 830,001
  • File size: 8 MB

Meet the Author

A brand strategist for more than 20 years, Paul Jankowski has created and executed consumer promotions for some of the world’s largest and most successful companies, including Pepsi, Ford, FedEx, and Beyonce. His experiences targeting the "typical American consumer" on the East and West Coasts coupled with several long drives within America's interior in his Ford F150 provided fertile ground for his study of an often-overlooked segment of the population: what Jankowski calls "America's New Heartland."

Jankowski's emphasis on the New Heartland is based on years of bi-coastal marketing in high-profile positions. Jankowski served as chief marketing officer for Memphis-based Elvis Presley Enterprises, Inc. (EPE), a subsidiary of CKX, Inc., where he oversaw all aspects of global brand development. He also was very involved in Graceland, Heartbreak Hotel, worldwide licensing, merchandising, and music publishing, along with television, film, video and Internet projects. Jankowski and his team executed several first-time initiatives and innovative programs for EPE that contributed to its biggest revenue gains to date. While at CKX, Jankowski also was instrumental in the development of the Muhammad Ali brand plan for Muhammad Ali, Inc.

Jankowski also enjoyed a successful stint as senior vice president of the Affinity and Events Division for HOST Communications, a top-five sports marketing agency. In addition, he served as vice president of Media Marketing for SFX Entertainment (now Live Nation), the largest producer of live entertainment in the world. Jankowski's marketing experience also includes music industry positions at a number of top-notch outfits. He has created successful promotions for a broad range of artists and athletes, including Beyonce, Evander Holyfield, Jo Dee Messina, Destiny's Child, Nelly, Reba McEntire, Vince Gill, Marty Stuart, Travis Tritt, Elton John, Tom Petty, B.B. King, Mary J. Blige, Bell Biv DeVoe and Meatloaf.

Today, Jankowski and his agency, Access Brand Strategies, are a highly respected consulting powerhouse for forward-thinking brand executives who recognize the power associated with embracing the New Heartland. The Heartland consumer and its unique values system require a reengineered consumer engagement approach, and "How to Speak American" gives them a language lesson and invitation into the homes of this highly brand-loyal cultural segment.
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