Marketing Today With Alan Hart

During this 221st episode of “Marketing Today,” host Alan Hart interviews Burke Morley, the vice president of brand and executive creative director of Purple.On the show today, we talk a lot about content and how content has been vital to Purple's growth. We also discuss Purple's focus on differentiation and innovation in the DTC mattress space, including their “SHIF” (show how it feels) approach.Morley talks about what sets Purple apart from their competitors in the same space. He says, “we're interested in creating a better sleep experience and a better mattress and not just a better purchasing experience." This focus on innovation connects to Purple's content strategy, which is about owning tactility. Trying to create a visceral sensory experience, Morley says, “we want to show how it feels instead of talking about what it is." We discuss how Purple has weathered the COVID-19 pandemic phenomenally by shifting their strategy and the sales flow from wholesale to DTC. We also discuss Purple's future, and Morl