	How to Speak American Blog
Here you’ll find observations and opinions by Heartland Lifestyle and branding expert Paul Jankowski, as well as the latest news from corporations engaging the Heartland consumer. The Heartland Lifestyle™ is a way of life… It’s the embodiment of a core set of beliefs: FAITH, COMMUNITY and FAMILY. It’s the essence of America.

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Did the Superbowl Ads Connect with the New Heartland?

posted on February 06, 2012 11:05

Let’s be honest. Very few 30-second Super Bowl ads are really worth $3.5 million, no matter how huge the audience, especially if a measurable sales lift is the goal. The true value is the buzz – talk around the water cooler, Facebook sharing, tweets and YouTube hits. To create this coveted viral spread, advertisers in past years have gone to great creative lengths to grab attention. But sometimes, the gratuitous use of flesh, sexual innuendo and stereotypes is a turn-off to the values-driven new Heartland consumer...

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My Minute With Tim Tebow

posted on January 18, 2012 05:40

I had a great opportunity to get first hand exposure to the Tim Tebow frenzy prior to the 2010 NFL draft. Already a football history-maker and college superstar, Tebow chose to prepare for the NFL combine at a facility in a suburb of Nashville because people were mobbing him at his Florida training facility...

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Is Saying Merry Christmas Politically Correct? Good For Business?

posted on December 15, 2011 11:29

If you’re a marketer and care about the political correctness of the phrase “Merry Christmas”, you’ve already lost. Several retailers realized the importance of the phrase to their customers. Randy Sharp, director-special projects at the American Family Association, said that in the past five years the group has seen the percentage of retailers recognizing Christmas in their advertising rise from 20% to 80%...

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5 Ways to Make Your Brand Culturally Relevant

posted on November 17, 2011 03:42

How we build brands has changed dramatically. Marketing departments are thinly staffed, saddled with higher expectations and less time to meet them. Most likely, you’ve become blinded by the process of brand building and lost sight of what excited you about this business in the first place.

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What Role Does Faith Play in Building Brands?

posted on October 14, 2011 13:23

The ad industry works so hard to keep faith out of the mix that is has backfired. Forget the fact the 92% of Americans believe in God or a higher power (Pew study) or that this country was founded on the notion of freedom to worship as you choose, faith is just not a welcomed subject outside your home. If you have anything to do with branding, it’s critical to accept the fact that we are a faith-based nation and our faith often serves as a guide in the brands we support...

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