What defines a "top mattress brand" in today’s market—comfort, longevity, or innovation?

With so many options out there, it’s hard to pin down what makes a top mattress brand stand out. Is it the materials—memory foam, latex, or hybrid? Is it certifications like CertiPUR-US? Or is it innovation, like cooling tech or adjustable firmness? Some brands dominate online with glowing reviews, while others rely on in-store feel. In your experience, what made a mattress brand earn your trust? Let’s share insights on what actually matters when naming a mattress brand as a top-tier choice.