Framing your brand through Category Entry Points (CEPs) encourages marketers to start with consumers’ motivations. Instead of focusing on your…
Read More
Most brand and insight teams would throw out their current brand tracker in the morning if they could. Most BHTs…
Ambitious brands can look to fulfil Category Entry Points (CEPs) as a means to fuel growth. Any product will have…
Winning brands aren’t just known—they come to mind at the right moment. Whether it’s craving a snack, picking a drink,…
Awareness is often foremost among goals for brands, but without meaningful connections to Category Entry Points, the metric can end…
