A Plea for Consistency – How CEPs Should Be Framed More Broadly
- Martin Hellich
- för 2 dagar sedan
- 3 min läsning
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.
Vill du läsa mer?
Prenumerera på dvj-insights.com för att fortsätta läsa det här exklusiva inlägget.