Warren Kornblum, CEO of Shadow Branding and former Global CMO of Toys “R” Us, says brands win lasting loyalty by earning a share of the heart: an emotional connection built on clear purpose, consistent delivery, and human empathy rather than one-off transactions. In this Expert Insight Interview, he shares lessons from reinvigorating the Toys “R” Us brand between 1999 and 2006, and from his new book, Notes from the Brand Stand.
This episode answers:
- Why do some brands stay loved for decades while trendy brands vanish in months?
- What is share of heart, and how does it go beyond share of mind and share of wallet?
- How did Toys “R” Us rebuild loyalty with its classic jingle, Jeffrey the Giraffe, and the Times Square store?
- How does the witness test reveal whether employees truly live a company’s purpose?
- How can small businesses win loyalty through listening and word of mouth?
- Where should AI stop and human empathy take over in customer service?
Visit https://shareofheart.com/ to learn more about Warren Kornblum’s Share of Heart approach and his book, Notes from the Brand Stand.
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