For brands selling products with long purchase cycles, like mattresses, cars, or appliances, the marketing challenge isn't just winning the sale. It's staying in consumers' minds for years before they're ready to buy.

“Sleepmaxxing” is the newest health fad to go viral on TikTok: The social media-inspired trend entails using a range of products, services, and gadgets to optimize one’s sleep. But some ideas have gone too far and are potentially harmful.