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 a great
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
plays in buying behavior.
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