1. How significant a threat are "direct-to-consumer" mattress companies to traditional "Big Mattress"?
2. How was Casper able to differentiate itself from other "direct-to-consumer" firms?
3. Evaluate Casper's promotional strategy from launch to September 2015. Did the initial focus on "earned," rather than paid, media make sense? Why or why not?
4. What is the appropriate mission for Casper communications? To Chief Creative Officer, Luke Sherman, "it's all about brand love" (pg. 2). To CEO Philip Krim, it's "sales performance in the short-term" (pg. 2).
5. With ambitions to establish itself as the "Nike of Sleep," what message and media mix would you recommend to Casper for the next phase? In particular, should Casper begin to use TV as a medium or not?

https://www.slideshare.net/varhiba/casper-a-case-study

please I don't want same answers as the article.