How d-to-c bedding brand Boll & Branch is moving beyond the thread count

There’s a common misconception when it comes to sheets that threadcount is all that matters. Scott Tannen, a veteran marketer who founded Boll & Branch, a bedding brand, five years ago, wants to tell you otherwise. Speaking on the latest episode of Ad Age’s Marketer’s Brief podcast, Tannen explains that high thread counts, something consumers have been trained for years to covet, are basically meaningless.“Thread count is more of a measure of how dense and thick the f