The eBook How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp provides an evidence-based roadmap for marketing professionals to drive brand growth. Building on the principles of the international bestseller How Brands Grow, this follow-up focuses on practical application across diverse sectors including emerging markets, services, durables, B2B, and luxury brands. Key Themes and Takeaways
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Category Entry Points (CEPs): These are the triggers (the "why, when, where, with whom") that lead a consumer to consider a purchase. Success lies in linking your brand to as many of these scenarios as possible. The eBook How Brands Grow Part 2 by
Category Entry Points (CEPs): These are the "hooks" that trigger a brand in a consumer's memory (e.g., "when I'm tired," "for a celebration"). Category Entry Points (CEPs) : These are the
Category Entry Points (CEPs): Identifying the specific cues (why, when, and where) that prompt a consumer to think of a category, then linking the brand to those triggers.