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4 pm. Cup-a-soup. More people should do that. This is a Category Entry Point (CEPs) from Cup-a-Soup. The brand has made a daily moment very concrete and recognizable to consumers. When you pull that off as a brand, it gets you a lot of brand growth. But how do you do that?

Obvion has won the Golden Speech Tube Mortgage Lenders for the second year in a row and also showed the strongest development during this 26th edition. Obvion dares to make tough choices and strives for excellence in green and diversity. The lender understands that maintaining a top position in the market is more difficult than achieving it. By being proactive and sticking to its core values of "Mortgages from the heart," Obvion manages to rise above the competition.

If you have breakfast with the whole family in the morning, there might be a large pack of Optimel on the table. But if you want to get a quick drink before exercise, you probably buy a small pack of Vifit. Both Friesland Campina brands cleverly capitalize on a specific moment when you can think of the category (healthy thirst quencher). This is also called a Category Entry Point (CEPs). Many brands confuse CEPs with Reasons to Buy. But what exactly is the difference?

You're not yourself when you're hungry! Now you're probably thinking of Snickers. This brand has deployed impactful Category Entry Point (CEPs) in its communications to consumers. CEPs can provide tremendous brand growth. But how do you select the right one for your brand, when there may be a hundred options?

Capitalizing on Category Entry Points (CEPs) with your brand is going to help you boost your mental availibilty. But how do you select the most impactful CEPs? And how do you strategically deploy them?

Thursday afternoon, April 6, the Rotterdam District Court handed down its judgment in the summary proceedings filed by Blauw against Nebu. Blauw's reason for initiating summary proceedings was that Nebu did not comply with the contractual arrangements agreed upon in the processor agreement and the legal obligations resting on Nebu from the AvG in the event of a data breach.