What are category entry points?

If you are from the Sharp and Romaniuk school of thought, focusing on Category Entry Points (CEPs) and distinctiveness is crucial in addressing brand differentiation and competitive advantage. One of the main points to be applied is to focus on Category Entry Points (CEPs).

Identify and Expand CEPs: CEPs are cues or situations that prompt consumers to think of a brand within a category. Brands should identify the most common entry points for their category and work to associate their brand with these moments in the minds of consumers. By broadening the range of CEPs where your brand is recalled, you enhance the likelihood of being considered by consumers when they are ready to purchase.

Then, Improve Mental Availability: Romaniuk and Sharp argue for improving a brand's mental availability, which means being thought of in buying situations. Increasing your brand's association with diverse CEPs can make it more mentally available to consumers, compensating for a lack of perceived differentiation.

Tomorrow we talk about achieving distinctiveness.

Which CEP would you use for your brands?

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