Burke Morley's guest appearances

Burke Morley

Marketing Today with Alan Hart

Authentic Influence

Hidden Layers

The Empowered Challenger

The Brand Insider

Peter Horst

Nancy Richardson

Scott Hudler

Kelly Gillease

Jill Baskin

Casey Hurbis

Linda Boff

Tariq Hassan

Raja Rajamannar

Heidi Zak

Loren Angelo

Mayur Gupta

Jeremy Tucker

Jackson Jeyanayagam

Emily Callahan

OwlTail

Burke Morley has worked in creative strategy for brands like Nike and Sonic. But as Vice President of Brand and Executive Creative Director at direct-to-consumer mattress company Purple, he’s had to create a marketing strategy to win hearts and minds for a product with a unique sales cycle. “People don't really think about or care about mattresses until they need one. Then they care a lot about it, very intensely for a short amount of time, and then they kind of go back to not caring about it,” Burke says on The Empowered Challenger. Though mattresses aren’t top-of-mind for most people on a daily basis, Purple’s passionate customer base gives the five-year old brand and edge — referrals continue to be its top acquisition channel. Warm associations are critical for Burke’s approach: “I want to be in the ether,” he says. “We can't really anticipate when people are going into that buying cycle. 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.”In this episode of the podcast, Burke talks about what it takes to market an upstart brand in a crowded and competitive market, how he incorporates the mattress’ unique technology into advertising — and how he’s setting the brand up to move out of the bedroom.  Featured Challenger👨🏻 Name: Burke Morley⚙️ How he challenges: As the Vice President of Brand and Executive Creative Director at Purple, Burke has brought his unique approach to brand strategy to a company disrupting the world of mattresses. 🛏️ Company: Purple💎 Noteworthy: Burke previously led marketing and creative campaigns at places like Sonic and Nike.                🔍 Where to find Burke: LinkedIn | WebsiteChallenger Wisdom Highlights from the conversation appear below.💡 Changing things up (even when they’re working)“We had this campaign that was so successful, which can almost be handicapping in a way, because it's like we can't mess with it. We've got to stay on that, on that trail. I placed a pretty big bet when I first came on to do a campaign that was so different.”💡 Rethink how you view your demographic “[Our customer base] is much more about a mentality than a demographic with age and income and all of that. We call them the re-imagineers: the people who are looking at genuinely improving their lives and making the most of what they’re doing each day, and they’re willing to invest in some things that they believe are truly going to improve their lives.” 💡 Think outside the industry box“At Sonic, we did a lot of work with what we call, ‘craveability,’ looking at what it is about food that makes it craveable. A visceral craveable reaction comes from things like steaming hot bacon sizzling on a griddle. We've kind of applied that craveability mentality to an industry that may not make sense at first blush, because there is something very craveable about crawling into bed. That craveability piece is important because we have a job to help people understand why Purple is different.” 💡 Word of mouth can’t be bought“Even with all the money we spent on advertising, our number one marketing tool is referral. It’s the number one best-selling marketing strategy for us by a long shot. We’re lucky that when people try our products, they’re actually our best converters.”💡 Imitation — and attack ads — is the sincerest form of flattery“We actually gave high fives to each other after some attack ads came after us by the big dogs. We were like, That's awesome. That means we're doing something, we’re a legit competitor with some legit innovation and not just some hokey thing. Now, not only are they aware of us and have attack campaigns coming after us, but they’re actually coming out with their own versions or trying to do things similar to what we’re doing. All of that is quite flattering.” Top quotes from the episode:Burke Morley:Quote #1“I think most people think that the most creative ideas come from a blank canvas; a wide open space. But actually, I think the smaller the box you get pinned into, the more creative you get.”Quote #2“We won't release a product and say, ‘we did it.’ It's this ever growing pursuit to reinvent comfort, and to always be topping ourselves.”Quote #3“So many brands say, ‘Follow us on Twitter, follow us on Facebook.’ I always ask my team: ‘Where are we going to take them that’s interesting and improves their lives?’ The more brands have a purpose to take the people who follow them somewhere, the more compliance there’s going to be.”

Burke Morley has worked in creative strategy for brands like Nike and Sonic. But as Vice President of Brand and Executive Creative Director at direct-to-consumer mattress company Purple, he’s had to create a marketing strategy to win hearts and minds for a product with a unique sales cycle. “People don't really think about or care about mattresses until they need one. Then they care a lot about it, very intensely for a short amount of time, and then they kind of go back to not caring about it,” Burke says on The Empowered Challenger. Though mattresses aren’t top-of-mind for most people on a daily basis, Purple’s passionate customer base gives the five-year old brand and edge — referrals continue to be its top acquisition channel. Warm associations are critical for Burke’s approach: “I want to be in the ether,” he says. “We can't really anticipate when people are going into that buying cycle. 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.”In this episode of the podcast, Burke talks about what it takes to market an upstart brand in a crowded and competitive market, how he incorporates the mattress’ unique technology into advertising — and how he’s setting the brand up to move out of the bedroom.   Featured Challenger👨🏻 Name: Burke Morley⚙️ How he challenges: As the Vice President of Brand and Executive Creative Director at Purple, Burke has brought his unique approach to brand strategy to a company disrupting the world of mattresses. 🛏️ Company: <a href="https://purple.com" rel="nofollow" target="_blank">Purple</a>💎 Noteworthy: Burke previously led marketing and creative campaigns at places like Sonic and Nike.                🔍 Where to find Burke: <a href="https://www.linkedin.com/in/burkemorley/" rel="nofollow" target="_blank">LinkedIn</a> | <a href="https://www.burkemorley.com/" rel="nofollow" target="_blank">Website</a> Challenger Wisdom Highlights from the conversation appear below.💡 Changing things up (even when they’re working)“We had this campaign that was so successful, which can almost be handicapping in a way, because it's like we can't mess with it. We've got to stay on that, on that trail. I placed a pretty big bet when I first came on to do a campaign that was so different.”💡 Rethink how you view your demographic “[Our customer base] is much more about a mentality than a demographic with age and income and all of that. We call them the re-imagineers: the people who are looking at genuinely improving their lives and making the most of what they’re doing each day, and they’re willing to invest in some things that they believe are truly going to improve their lives.” 💡 Think outside the industry box“At Sonic, we did a lot of work with what we call, ‘craveability,’ looking at what it is about food that makes it craveable. A visceral craveable reaction comes from things like steaming hot bacon sizzling on a griddle. We've kind of applied that craveability mentality to an industry that may not make sense at first blush, because there is something very craveable about crawling into bed. That craveability piece is important because we have a job to help people understand why Purple is different.” 💡 Word of mouth can’t be bought“Even with all the money we spent on advertising, our number one marketing tool is referral. It’s the number one best-selling marketing strategy for us by a long shot. We’re lucky that when people try our products, they’re actually our best converters.”💡 Imitation — and attack ads — is the sincerest form of flattery“We actually gave high fives to each other after some attack ads came after us by the big dogs. We were like, That's awesome. That means we're doing something, we’re a legit competitor with some legit innovation and not just some hokey thing. Now, not only are they aware of us and have attack campaigns coming after us, but they’re actually coming out with their own versions or trying to do things similar to what we’re doing. All of that is quite flattering.” Top quotes from the episode:Burke Morley:Quote #1“I think most people think that the most creative ideas come from a blank canvas; a wide open space. But actually, I think the smaller the box you get pinned into, the more creative you get.”Quote #2“We won't release a product and say, ‘we did it.’ It's this ever growing pursuit to reinvent comfort, and to always be topping ourselves.”Quote #3“So many brands say, ‘Follow us on Twitter, follow us on Facebook.’ I always ask my team: ‘Where are we going to take them that’s interesting and improves their lives?’ The more brands have a purpose to take the people who follow them somewhere, the more compliance there’s going to be.”

Burke Morley | Purple

During this 221st episode of “Marketing Today,” host Alan Hart interviews Burke Morley, the vice president of brand and executive creative director of Purple.On the show today, we talk a lot about content and how content has been vital to Purple's growth. We also discuss Purple's focus on differentiation and innovation in the DTC mattress space, including their “SHIF” (show how it feels) approach.Morley talks about what sets Purple apart from their competitors in the same space. He says, “we're interested in creating a better sleep experience and a better mattress and not just a better purchasing experience." This focus on innovation connects to Purple's content strategy, which is about owning tactility. Trying to create a visceral sensory experience, Morley says, “we want to show how it feels instead of talking about what it is." We discuss how Purple has weathered the COVID-19 pandemic phenomenally by shifting their strategy and the sales flow from wholesale to DTC. We also discuss Purple's future, and Morley reminds us that, "reach can be bought, but attention has to be earned." This discussion highlights a sensorial approach to marketing and how that strategy can help evolve a growing brand. Highlights from this week's “Marketing Today”: Burke's experience working in many locales. 01:30His journey to Purple. 02:08The nature of the work he did at iconic brands such as Nike and Sonic. 03:02How Purple differentiates itself in the DTC mattress space. 05:24How Purple is thinking about content. 07:06Taking the brand to the next level and evolving the brand strategy. 11:32The impact of the COVID-19 pandemic. 13:23Purple's future. 20:00Burke shares a defining experience. 24:01Burke reflects on advice he would give to his younger self. 27:44Burke shares about an impactful purchase he made in the last 6-12 months. 30:48Are there any brands, companies, or causes that Burke follows that he thinks other people should take notice of? 32:03Burke's take on the top opportunity and threat facing marketers today. 34:36 Resources Mentioned:PurpleBurke MorleySonic Two Guys CommercialsGoldilocks Purple Mattress VideoExperience the Evolution of Sleep VideoManvsMachine AgencySeat Cushions by PurpleUpgrade your home office(Goop.com)Hollister brandHeadspace App SubscriptionTrack Smith (Brand)Taft (Brand)Jordan (Brand) Subscribe the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC )Connect with the Guest:https://www.linkedin.com/in/burkemorley/https://twitter.com/PurpleConnect with Marketing Today and Alan Hart:http://twitter.com/abharthttps://www.linkedin.com/in/alanharthttp://twitter.com/themktgtodayhttps://www.facebook.com/themktgtoday/https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.  Hosted on Acast. See acast.com/privacy for more information.

During this 221st episode of <a href="https://www.marketingtodaypodcast.com/" rel="nofollow" target="_blank">“Marketing Today,”</a> host <a href="https://www.linkedin.com/in/alanhart/" rel="nofollow" target="_blank">Alan Hart</a> interviews <a href="https://www.linkedin.com/in/burkemorley/" rel="nofollow" target="_blank">Burke Morley</a>, the vice president of brand and executive creative director of Purple.On the show today, we talk a lot about content and how content has been vital to Purple's growth. We also discuss Purple's focus on differentiation and innovation in the DTC mattress space, including their “SHIF” (show how it feels) approach.Morley talks about what sets Purple apart from their competitors in the same space. He says, “we're interested in creating a better sleep experience and a better mattress and not just a better purchasing experience." This focus on innovation connects to Purple's content strategy, which is about owning tactility. Trying to create a visceral sensory experience, Morley says, “we want to show how it feels instead of talking about what it is." We discuss how Purple has weathered the COVID-19 pandemic phenomenally by shifting their strategy and the sales flow from wholesale to DTC. We also discuss Purple's future, and Morley reminds us that, "reach can be bought, but attention has to be earned." This discussion highlights a sensorial approach to marketing and how that strategy can help evolve a growing brand. Highlights from this week's “Marketing Today”: <ul><li>Burke's experience working in many locales. 01:30</li><li>His journey to Purple. 02:08</li><li>The nature of the work he did at iconic brands such as Nike and Sonic. 03:02</li><li>How Purple differentiates itself in the DTC mattress space. 05:24</li><li>How Purple is thinking about content. 07:06</li><li>Taking the brand to the next level and evolving the brand strategy. 11:32</li><li>The impact of the COVID-19 pandemic. 13:23</li><li>Purple's future. 20:00</li><li>Burke shares a defining experience. 24:01</li><li>Burke reflects on advice he would give to his younger self. 27:44</li><li>Burke shares about an impactful purchase he made in the last 6-12 months. 30:48</li><li>Are there any brands, companies, or causes that Burke follows that he thinks other people should take notice of? 32:03</li><li>Burke's take on the top opportunity and threat facing marketers today. 34:36</li></ul> Resources Mentioned:<ul><li><a href="https://purple.com/" rel="nofollow" target="_blank">Purple</a></li><li><a href="https://www.linkedin.com/in/burkemorley" rel="nofollow" target="_blank">Burke Morley</a></li><li><a href="https://youtu.be/yV7B3XyrfGs" rel="nofollow" target="_blank">Sonic Two Guys Commercials</a></li><li><a href="https://youtu.be/4BvwpjaGZCQ" rel="nofollow" target="_blank">Goldilocks Purple Mattress Video</a></li><li><a href="https://www.youtube.com/watch?v=TYTQufk-iBU&amp;" rel="nofollow" target="_blank">Experience the Evolution of Sleep Video</a></li><li><a href="https://mvsm.com/" rel="nofollow" target="_blank">ManvsMachine Agency</a></li><li><a href="https://purple.com/seat-cushions" rel="nofollow" target="_blank">Seat Cushions by Purple</a></li><li><a href="https://goop.com/food/decorating-design/how-to-upgrade-your-home-office/" rel="nofollow" target="_blank">Upgrade your home office</a>(<a href="http://Goop.com" rel="nofollow" target="_blank">Goop.com</a>)</li><li><a href="https://www.hollisterco.com/" rel="nofollow" target="_blank">Hollister brand</a></li><li><a href="https://www.headspace.com/" rel="nofollow" target="_blank">Headspace App Subscription</a></li><li><a href="https://www.tracksmith.com/" rel="nofollow" target="_blank">Track Smith</a> (Brand)</li><li><a href="https://taftclothing.com/" rel="nofollow" target="_blank">Taft</a> (Brand)</li><li><a href="https://www.nike.com/jordan" rel="nofollow" target="_blank">Jordan</a> (Brand)</li></ul> Subscribe the podcast: <a href="Users/alanhart/Dropbox/Podcast/Raw%20Files/218%20-%20Tim%20Greulich%20-%20Deloitte/write%20ups/Users/alanhart/Dropbox/Podcast/Raw%20Files/214%20-%20Zach%20Peikon%20-%20Korn%20Ferry/write%20ups/Users/alanhart/Dropbox/Podcast/Raw%20Files/204%20-%20Sterling%20Snow%20-%20Divvy/Write%20ups/Listen%20in%20iTunes" rel="nofollow" target="_blank">Listen in iTunes</a> (link: <a href="http://apple.co/2dbdAhV" rel="nofollow" target="_blank">http://apple.co/2dbdAhV</a>) <a href="http://bit.ly/2Rc2kVa" rel="nofollow" target="_blank">Listen in Google Podcasts</a> (link: <a href="http://bit.ly/2Rc2kVa" rel="nofollow" target="_blank">http://bit.ly/2Rc2kVa)</a> <a href="http://spoti.fi/2mCUGnC" rel="nofollow" target="_blank">Listen in Spotify</a> (Link: <a href="http://spoti.fi/2mCUGnC" rel="nofollow" target="_blank">http://spoti.fi/2mCUGnC</a> )Connect with the Guest: <a href="https://www.linkedin.com/in/burkemorley/" rel="nofollow" target="_blank">https://www.linkedin.com/in/burkemorley/</a> <a href="https://twitter.com/Purple" rel="nofollow" target="_blank">https://twitter.com/Purple</a>Connect with Marketing Today and Alan Hart: <a href="http://twitter.com/abhart" rel="nofollow" target="_blank">http://twitter.com/abhart</a> <a href="https://www.linkedin.com/in/alanhart" rel="nofollow" target="_blank">https://www.linkedin.com/in/alanhart</a> <a href="http://twitter.com/themktgtoday" rel="nofollow" target="_blank">http://twitter.com/themktgtoday</a> <a href="https://www.facebook.com/themktgtoday/" rel="nofollow" target="_blank">https://www.facebook.com/themktgtoday/</a> <a href="https://www.linkedin.com/company/marketing-today-with-alan-hart/" rel="nofollow" target="_blank">https://www.linkedin.com/company/marketing-today-with-alan-hart/</a> <a href="https://www.patreon.com/marketingtoday" rel="payment nofollow" target="_blank">Support the show: https://www.patreon.com/marketingtoday</a>See <a href="https://omnystudio.com/listener" rel="nofollow" target="_blank">omnystudio.com/listener</a> for privacy information. Become a member today and listen ad-free, visit <a href="https://plus.acast.com/s/marketingtoday" rel="payment nofollow" target="_blank">https://plus.acast.com/s/marketingtoday</a>. Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.

221: Comfort in Trying Times with Purple's Burke Morley

On today's episode of Authentic Influence, Adam Conner is joined by Burke Morley, the VP of Brand and Executive Creative Director at Purple. Purple is an American comfort technology company based in specializing in the direct-to-consumer sale of mattresses, seat cushions, back cushions, pillows and platform bases. Today, you'll learn:   Burke's journey to Purple; with a number of industries' worth of experience, is there a common link between the jobs on Burke's resume?   Burke's many hats at Purple; how he leans in to "getting as interesting as possible"   As Purple grows up from its early viral-ad days, what is the brand's central "nugget of truth"?   Burke's philosophy on how to make good ideas happen   How Purple harnesses the stories of its sleepers; what's next   As always, advice on how to build a better brand   Be sure to stay subscribed for more content and thought leadership like this, and do please leave a rating and review on iTunes if you like what you hear: https://podcasts.apple.com/us/podcast/authentic-influence/id1440872576. Be sure to follow our LinkedIn page to catch all of our content there: https://www.linkedin.com/showcase/authentic-influence-podcast/. Reach out to Adam Conner on LinkedIn at https://www.linkedin.com/in/adamjconner/ or via email at adam.conner@govivoom.com with suggestions for guests, content, or general interest/feedback. Find more at https://www.podcast.vivoom.co/. Enjoy! Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)

On today's episode of Authentic Influence, Adam Conner is joined by Burke Morley, the VP of Brand and Executive Creative Director at Purple. Purple is an American comfort technology company based in specializing in the direct-to-consumer sale of mattresses, seat cushions, back cushions, pillows and platform bases. Today, you'll learn: <ul> <li> Burke's journey to Purple; with a number of industries' worth of experience, is there a common link between the jobs on Burke's resume? </li> <li> Burke's many hats at Purple; how he leans in to "getting as interesting as possible" </li> <li> As Purple grows up from its early viral-ad days, what is the brand's central "nugget of truth"? </li> <li> Burke's philosophy on how to make good ideas happen </li> <li> How Purple harnesses the stories of its sleepers; what's next </li> <li> As always, advice on how to build a better brand </li> </ul> Be sure to stay subscribed for more content and thought leadership like this, and do please leave a rating and review on iTunes if you like what you hear: <a href="https://podcasts.apple.com/us/podcast/authentic-influence/id1440872576" rel="nofollow" target="_blank">https://podcasts.apple.com/us/podcast/authentic-influence/id1440872576</a>. Be sure to follow our LinkedIn page to catch all of our content there: <a href="https://www.linkedin.com/showcase/authentic-influence-podcast/" rel="nofollow" target="_blank">https://www.linkedin.com/showcase/authentic-influence-podcast/</a>. Reach out to Adam Conner on LinkedIn at <a href="https://www.linkedin.com/in/adamjconner/" rel="nofollow" target="_blank">https://www.linkedin.com/in/adamjconner/</a> or via email at adam.conner@govivoom.com with suggestions for guests, content, or general interest/feedback. Find more at <a href="https://www.podcast.vivoom.co/" rel="nofollow" target="_blank">https://www.podcast.vivoom.co/</a>. Enjoy! Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License <a href="https://creativecommons.org/licenses/by-sa/4.0/" rel="nofollow" target="_blank">(CC BY-SA 4.0)</a>

Purple VP of Brand Burke Morley: No Longer a Sleeper