The Role of Category Entry Points

You don’t just want to be remembered.

You want to be remembered at the right moment.

Category Entry Points (𝗖𝗘𝗣𝘀) are a crucial but often overlooked dimension of brand health.

They represent the cues, contexts, and situations in which consumers think about a category, and become open to choosing a brand.

The more entry points your brand is linked to, the more mentally available it becomes. This increases the chances of being chosen in a variety of buying moments.

Leading brands don’t just target demographics.

They focus on relevant moments, emotional triggers, situational needs, and buying occasions where the brand can win.

CEPs are a strategic driver of growth. They help shift marketing from “𝘸𝘩𝘰” to “𝘸𝘩𝘦𝘯 𝘢𝘯𝘥 𝘸𝘩𝘺.”

Expanding into emotional and occasion-based CEPs is often where growth really happens.

Alongside Brand Preference and Last Purchase, Category Entry Points give you a sharper view of where your brand stands today and how it is positioned to grow tomorrow.

The MSW Brand Advantage guidance system helps you find and grow your CEPs with clarity.