And our second goal is about product. Innovative Sleep Number products will move society forward with meaningful consumer benefits. And our third one about distribution, Sleep Number will be easy to find and our customers will be able to interact with us how and when they want. And the fourth one, of course, is about the integrated experience. Customers will love Sleep Number and enthusiastically recommend Sleep Number to family and friends.
And finally and importantly, our fifth goal is about our advantaged business model. Leveraging our unique business model to fund innovation and growth will benefit our customers, our employees and our shareholders. Our strategy is integrated and focused on the customer. The best and most iconic retail brands today enable shoppers to succeed at interacting with the brand at every touch point and provide a consistent brand experience. This is what we are building at Sleep Number.
Our number one growth opportunity is awareness. While our bed was invented 25 years ago, our Sleep Number brand was developed just 11 years ago. And until 2010, we operated under two brands, Sleep Number and Select Comfort. Today we are all Sleep Number. Our August of 2011 study indicated our unaided brand awareness with just 15%. While this was a high point for us, it was less than half to a quarter of other leading mattresses brands. Our integrated growth formula was developed to address this challenge and we’ve made progress.
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