Category Entry Points (CEP) Brainstorm

Daniel Hochuli

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For diciplines of the Ehrneberg Bass Institute's approach to Marketing and the book 'How Brands Grow' by Prof. Byron Sharp. This brainstorm board helps Marketing teams grow their mental availability by exploring all the potential Category Entry Points (CEPs) that are experienced by customers in their category.

What is a CEP? They are the cues that category buyers use to access their memories when faced with a buying situation and can include any internal cues (e.g., motives, emotions) and external cues (e.g., location, time of day) that affect any buying situation. They are generally not your products, features, benefits or Jobs To Be Done.

This framework was created by Prof Jenni Romaniuk and has been repurposed into a Miro board. Post brainstorm, you should running customer surveys on the CEPs you have selected.

Daniel Hochuli

Head of APAC Content Solutions @ LinkedIn

My core role is to deliver custom B2B, B2C and Talent Brand media and creative strategies and narratives for LinkedIn’s premier enterprise accounts. Some topics include strategic and creative campaigns around brand building, ABM, lead generation, talent branding, executive engagement, social selling, market research, creative best practices, content management, EVS interpretation, MarTech and measurement.