Well before Casper, Purple, Tuft & Needle, and others figured out that you could sell mattresses to consumers without the middleman, there was Tempurpedic who disrupted the category by offering a technological innovation, memory foam, into a new channel, direct-to- consumer. NECG worked with the market leader Simmons to respond to this threat by evolving their innovation model and branding constructs. As you will see, the result was a new, premium sub-brand that woke up the brand.