Veteran brand builder Warren Kornblum says the mattress industry faces a significant “trust gap” with consumers, one that can be addressed with “share of heart” strategies. Don’t lead with price, he says. Listen more than you speak and zero in on relevance.
Kornblum knows his way around the bedding marketplace. He was senior adviser to the CEO at Serta Simmons Bedding, and he has also worked with online retailer Casper, bedding manufacturer Sinomax and Canadian spring maker Pioneer Global.
He draws on his decades of business experience in his first book, Notes From the Brand Stand, with the subtitle: “Thoughts on Emotional Branding From Someone Who Has Fought for Consumer Attention and Won.”
The book, which will be released Jan. 13 by Shadow Group Publishing of Delray Beach, Florida, explores the idea of “share of heart,” the emotional measure that Kornblum says defines lasting brands. Savvy marketers today are building something more powerful than awareness — genuine consumer belief in their brands, he says.
In an exclusive interview with Bedding News Now, Kornblum said the mattress industry faces a number of challenges this year, including trust issues.
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