Episode description
Episode description
When consumers deliberately avoid buying situations to cut costs, brands risk losing their mental connection with shoppers. The key to staying relevant? Defending existing category entry points while creating new ones.Elena, Angela, and Rob explore what makes category entry points effective and how brands can build them. They discuss different types of CEPs, from needs-based to emotional triggers, and share examples of brands that have mastered them. Plus, learn why broad reach media like TV helps reinforce these crucial mental connections and what it takes to own multiple CEPs without diluting their impact.
Topics covered:
- [01:00] Different types of category entry points and how to identify them
- [03:00] How many CEPs should brands focus on?
- [07:00] Starbucks' strategy for dominating coffee occasions
- [10:00] Using broad-reach media to build mental availability
- [13:00] How Coca-Cola owns multiple CEPs through decades of investment
- [15:00] LEGO's success creating new usage occasions
- [18:00] Examples of brands that own multiple CEPs
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Resources:
MarketingWeek Article: https://www.marketingweek.com/reinforce-your-category-entry-points-if-you-want-to-stimulate-sales/?utm_source=chatgpt.com
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