Access Brand Strategies has rebranded as New Heartland Group.  Our name may have changed, but our dedication to building brands is still the same!  We build brands.  It’s what we do.  Our new branding better reflects our expertise in the growing segment of consumers located in the New Heartland. Strategically located in Nashville, Tennessee, New Heartland Group is a consumer engagement agency that partners with brands to create meaningful messaging connecting with consumers who reside in the New Heartland.

60% of American consumers live in the New Heartland...yet the New Heartland remains a largely underserved market.

We understand the important role core values play in New Heartland consumer's buying behavior.


Where is the New Heartland?
The New Heartland is the Southwest, Midwest and parts of the Southeast. It’s home to the largest and most diverse cultural segment in America. Shared values, tight-knit communities, and deeply-connected families are a few of the important characteristics that define this passionate group.

How well do you know the
New Heartland?
Take our interactive quiz to find out!

Our Clients

Discover how New Heartland Group has collectively worked with some of the world's most recognizeable brands.  View our work here

  • Pepsi
  • Lipton
  • Mountain Dew
  • Fedex
  • Stages West
  • Pizza Hut
  • BB Kings
View Case Studies

How to Speak American

How to Speak American book cover

"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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