Brandweek Video: Casper CMO Jeff Brooks Explains How the Startup Continues to Disrupt the Way We Sleep 'Differentiation creates a sustainable long-term advantage'By Adweek Staff|October 1, 2018 Editor: Breana MallamaciShare By Adweek Staff|October 1, 2018 Share Casper launched with just one product—a bed in a box—sold online, to customers in the U.S. Four years later the company has 10 products, sells online and off, and is available in seven countries.“At the beginning it was all about disrupting an old category,” said Casper CMO Jeff Brooks during his Brandweek keynote last week. “It’s moved to establishing sleep as a lifestyle, and more recently taking on brick and mortar.”The company upended how new products are designed and sold, bringing its most loyal customers into the process at an R&D lab in San Francisco. “They receive an incentive to come help us ideate, do shop-alongs, beta test products,” said Brooks. “Some of our greatest innovations have come through there.”Watch Brooks’ full Brandweek keynote above. Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters. Adweek Adweek