My belief is that awareness can be bought. Belief must be earned. When organizations earn belief consistently enough, they earn something even more valuable: Share of Heart™. —Warren Kornblum
As a part of this series, we had the pleasure to interview Warren Kornblum.
Warren Kornblum is an internationally recognized brand strategist. In addition to a successful advertising career, he is the former Global Chief Marketing Officer of Toys “R” Us and Serta Simmons Bedding, founder of Shadow Branding, and author of Notes From The Brand Stand. Over a career spanning more than four decades, he has advised global brands, entrepreneurial companies, private equity firms, and leadership teams on building stronger emotional connections with customers, employees, and stakeholders. Warren is the creator of the SHARE OF HEART™ philosophy, which challenges organizations to look beyond awareness and market share and focus instead on earning trust, belief, and lasting loyalty. Today he speaks, writes, and advises organizations around the world on leadership, branding, customer experience, and the enduring competitive advantage of being more human.
Authority:
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
Warren:
I’ve always been fascinated by why people choose one brand over another. Not just what they buy, but what makes them believe. That curiosity became a passion for understanding customers — their motivations, emotions, and ultimately what earns their trust and loyalty.
It began in the advertising agency world. Early in my career, I noticed that while some companies with enormous advertising budgets struggled to earn loyalty, others with far fewer resources inspired incredible devotion. Their customers stayed longer, forgave mistakes more readily, and recommended them enthusiastically.
The difference wasn’t advertising. It was belief.
As my career evolved — from building my own advertising agency to serving as Global Chief Marketing Officer of Toys “R” Us and Serta Simmons Bedding, among others, to advising CEOs and private equity firms — I became fascinated by one question:
Why do some brands earn a place in people’s hearts while others are merely a purchase option?
That question ultimately became the foundation for both my business and my book, Notes From The Brand Stand.
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