The Marketing Architects How Category Entry Points Shape Buying
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Feb 25, 2025 Discover how brands can stay top-of-mind by mastering Category Entry Points (CEPs). The discussion highlights the differences between needs-based and emotional triggers in marketing. Learn how major brands like Starbucks and Coca-Cola dominate their categories and the power of broad-reach media. LEGO’s innovation in creating new usage occasions shows the importance of evolving strategies. The conversation also touches on how personal brand associations shape consumer decisions, with fun examples illustrating clever marketing principles.
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CEPs and Mental Availability
- Category entry points (CEPs) are mental cues linking buying situations to brands.
- CEPs and mental availability are intertwined, with more CEPs leading to higher top-of-mind awareness.
Identifying CEPs
- Consider needs-based, occasion-based, functional, emotional, social, location-based, and competitor-based CEPs.
- Reflect on your brand and conduct consumer research to identify relevant CEPs.
Prioritizing CEPs
- Prioritize CEPs based on your brand's market position and strongest associations.
- Analyze consumer behavior and conduct research to understand relevant triggers.