May 20 2026 Love0 How CEPs unlock smarter portfolio strategy By Freddie Bell Uncategorized Many organisations manage portfolios of brands that look differentiated on paper, yet behave identically in market. This is often because…… Read More Read More
Nov 26 2025 Love0 Guinness: A Masterclass in Utilising Category Entry Points By Salience Plus Uncategorized Guinness is over 260 years old, but the Irish stout brand remains a beacon of modern brand-building. The brand is…… Read More Read More
Oct 23 2025 Love0 Planning With Context: How Category Entry Points Sharpen Brand Strategy By Cathal Gillen Uncategorized One of the primary reasons I gravitated towards Category Entry Points when they were first introduced by Jenni Romaniuk and…… Read More Read More
Sep 08 2025 Love0 Taking The Category Out Of Category Entry Points By Salience Plus Uncategorized Framing your brand through Category Entry Points (CEPs) encourages marketers to start with consumers’ motivations. Instead of focusing on your…… Read More Read More
Sep 02 2025 Love0 Evolving Your Brand Tracking: How to Transition Brand Health Trackers By Salience Plus Uncategorized Most brand and insight teams would throw out their current brand tracker in the morning if they could. Most BHTs…… Read More Read More
Aug 29 2025 Love0 How Innovation and Category Entry Points Drive Brand Growth By Salience Plus Uncategorized Ambitious brands often look to Category Entry Points, or CEPs, as a route to growth. Every category has multiple moments,…… Read More Read More
