Category entry points (CEPs)

Category entry points are the situations in which one should ideally be able to think of your brand. They are not about final values - or Simon Sinek's WHY - but about the tangible what, with whom, when, where and whither. Take for example 'after sports', 'on the go', or 'with the kids'. The more category entry points consumers link to the brand, the stronger the brand.

To find out what the category entry points of your brand are, you need to answer questions that start with :

  • Why buy the product? For example, I fancy a nice glass of beer
  • With what do you buy the product? For example, I buy it with a tasty burger
  • Where do you buy the product? For example, I buy it on a sunny café terrace
  • When do you buy the product? For example, I buy it when the weather is nice
  • With whom do you buy the product? For example, I buy it with my friends

Do you want to know what the category entry points of your brand are?



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