New Heartland Group
Chief Strategist at New Heartland Group/Forbes contributor
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Paul Jankowski is Founder and Chief Brand Strategist at New Heartland Group (formerly Access Brand Strategies). Clients include Pepsi, Pizza Hut, BB King's Blues Clubs and Mountain Dew. He is the author of the upcoming book, “Speak American Too: Your Guide to Building Powerful Brands in the New Heartland,” a hands-on guide to reaching the 60% of consumers living in the New Heartland (Southwest, Midwest, parts of the Southeast). His previous book, “How to Speak American” defined this massive, yet under-served cultural segment and traced the role core values such as faith (not religion), community and family play in buying behavior. Paul has been a Forbes contributor for 3 years, with a blog on marketing to the New Heartland consumer.
Paul previously served as Chief Marketing Officer for Elvis Presley Enterprises and oversaw all aspects of global brand development and brand positioning. He was VP/Media Marketing with SFX Entertainment (Live Nation), Director of Global Entertainment Relations for Gibson Guitar Corp. and served as pop promotion manager for MCA Records and SBK Records.
He was a certified NFL agent and has worked directly with several professional athletes and entertainers including Beyonce, Taylor Swift, Blake Shelton, Evander Holyfield, Jason Aldean and Elton John.
Paul has participated in many speaking engagements ranging from SXSW: Music Conference to Pepsico's National Bottler's Convention, focusing on brand building, creating culturally relevant brand messaging and entertainment marketing.
Paul co-founded the TJ Martell Foundation in Nashville, the music industry's largest foundation that funds medical research on cancer and AIDS. He received the "From the Heart" Award from the Foundation. He is a member of the Entrepreneur's Organization (EO).
He graduated from the University of Tennessee at Knoxville (Advertising) and started his career as a college rep for CBS Records.
He lives in Nashville, TN with his wife of 25 years and four children.
We provide brand strategies for several clients including Pepsi, Pizza Hut, Mountain Dew and Lipton. Our expertise is helping brands connect with the New Heartland consumer.
Our focus: Brand strategy, content creation, digital marketing, branded entertainment
Oversaw all aspects of the building and maintaining the Elvis brand with a great team of talented people.
Host was a top 5 sports agency. Oversaw the events and affinity group division including the Pro Rodeo Cowboys Assoc, National Thoroughbred Racing Assoc and the International Spa Assoc.
Also worked closely with the NCAA sponsorships sales group
Music industry's charity for cancel, leukemia and AIDS research.
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 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 and brand loyalty
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