Awakening a sleepy category: Leveraging emerging signals and need states to inspire consumers to engage with a burden category

Like many durable consumer products, mattresses are seen as a high-risk and low-reward category plagued by a sea of sameness and brand confusion. Ensuring that consumer insights stayed front and center every step of the way, Serta Simmons Bedding engaged Ebco to partner on a series of initiatives spanning trend signals, consumer need states, brand platform validation and the consumer journey to reimagine the way we develop, deliver and communicate solutions that help people sleep better so they can lead healthier lives.

Come with us as we show you how we refreshed two legacy brands and leveraged consumer insights to communicate the value of making an investment in sleep.

Key Takeaways:

1. How to leverage trend signals and unmet needs to highlight opportunities for innovation and differentiation that establish a reason for consumers to care and choose a brand.
2. How to uncover meaningful need states to inform innovation and craft a go-to-market strategy grounded in consumer behavior to drive relevancy.
3. How the consumer journey can support brand platforming.