On the latest edition of Hidden Layers, I sat down with Burke Morley to talk about his work with Purple, the comfort technology company, and how he applies his industry expertise to his role as the company’s VP of Brand and Executive Creative Director. Purple is probably best known for its mattresses, but in its five years, it has managed to revolutionize the sleep and comfort experience while bringing true innovation to the industry. I spoke with Morley about how the brand has been able to stand out in such a crowded landscape, as well as how they’ve adjusted their outreach strategy to take into account people’s mattress-shopping behaviors. We also discussed how Purple uses multiple touchpoints, from brick-and-mortar retail stores to digital channels, to establish a brand personality and create positive consumer experiences.  If you’ve ever been completely lost when mattress shopping (I know the feeling), definitely check out this episode - and if you know the difference between an innerspring and encased coil mattress, then this is the podcast episode you’ve been waiting for. Listen on your podcast platform of choice - and don’t forget to subscribe!