A Plea for Consistency – How CEPs Should Be Framed More Broadly
- Martin Hellich
- 18false16 GMT+0000 (Coordinated Universal Time)
- 3 Min. de lectura
The Imbalanced Embrace
Few concepts have captured the marketing world’s imagination quite like Category Entry Points (CEPs). Introduced by the Ehrenberg-Bass Institute through ‘How Brands Grow’, CEPs provide a powerful way to understand how and when consumers access categories in their minds – the moments of need that trigger brand recall and choice.
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