The secret to sustainable Brand Growth lies in understanding Category Entry Points (CEPs) - the needs, occasions, reasons, and motivations that drive consumer purchasing decisions. By adopting CEPs as the basis for brand health KPIs, insights leaders and marketers can begin transforming their approach to brand growth away from the traditional brand funnel and into one that’s more strategic and action-oriented.

In this session, Madita, quantilope’s Associate Director of Tracking Solutions, demystifies CEPs, detailing their crucial role in building Mental Availability, and explaining how they serve as the engine for long-term brand growth. Find out how to leverage CEPs to fundamentally shift brand strategy, build Mental Market Share, and drive significant business impact.

3 Key Takeaways:

1. Unlock the 'Why': Understand exactly what Category Entry Points (CEPs) are and why they provide a powerful view into what prompts consumers to think about your category and, critically, which brand comes to mind first, moving brands beyond the limits of traditional brand  funnels.

2. The Growth Mechanism: Learn how strategically targeting CEPs is the essential path to building powerful Mental Availability, the crucial metric that directly correlates to sales and long-term brand growth.

3. Actionable Tracking: Discover why CEPs are the foundational element for a modern, actionable Better Brand Health Tracking (BBHT) study, and gain real-world inspiration from a client's successful CEP-driven strategy transformation.