At Purple, the direct-to-consumer “bed in a box” company that is challenging the mattress industry, Burke Morley uses his creative background to turn the typically dull and stressful experience of buying a bed into something luxurious and fun.

Burke joined the team in 2018 as Vice President of Brand & Executive Creative Director. It was after the brand had a hugely successful ad campaign that played off the “Goldilocks” fairy tale. He wanted to expand on that success — while taking things in a different direction.

It’s critical for mattresses, which have a unique and atypical sales process. “We can't really anticipate when people are going into that buying cycle,” Burke explains on The Empowered Challenger. “So we have to be in the air with a positive impression so that when they do move into that buying cycle — where we're at the top.”

Tune in to hear how Burke is creating a more premium experience for the brand, how the mattress’ unique technology is incorporated into advertising, and how Burke is positioning the brand to move out of the bedroom.