For too long, brand strategy and measurement have been confined to traditional brand funnel metrics. But what if the real secret to sustainable, long-term brand growth is less about understanding brand performance in a category, and more about what actually brings consumers to that category in the first place?
Category Entry Points (CEPs) are the fundamental needs, occasions, reasons, and motivations that drive consumers to think about a category and ultimately make a purchase. By shifting the focus from linear brand funnels to these moments of genuine consumer needs, insights leaders and marketers can transform their marketing, product development, and other business strategies into ones that generate real impact.
In this webinar, quantilope's Associate Director of Tracking Solutions, Madita Brandhorst, explores how to "unlock the why" through CEPs. For example, instead of just tracking "Brand X Awareness," you track which brands come to mind specifically when 'looking for a quick, healthy weeknight dinner' (as just one example of a CEP). This is a much more effective way to tailor business strategies and solidify your brand in the minds of consumers. The webinar also covers The Growth Mechanism: how strategically targeting CEPs is the essential path to building powerful Mental Availability; and Actionable Tracking: how CEPs are the foundational element for modern Better Brand Health Tracking (BBHT) studies.
Access the full webinar below! 👇
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