BrandweekVideo: 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 MallamaciShareBy Adweek Staff|October 1, 2018 ShareCasper 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. Adweek Adweek