We haven’t been lucky enough to meet and share a pie with the nice people at Pukka, but we think they understand how Brands Grow and the importance of Category Entry Points, (CEPs).
Why Category Entry Points are so important
They are the magic ingredient that enables you to understand your brand’s Mental Availability.
Who wouldn’t want their brand to be easily recalled in the minds of as many buyers as possible?
“the cues that Category Buyers use to access their memories when faced with a buying situation”.
Jenni Romaniuk: Better Brand Health.
Take a look at the Pukka advert, and count the number of CEPs incorporated within the messaging.
PUKKA • THE PEOPLE’S PIE • JUST FOR TWO
We counted at least 5.
Different people will have different views as to the level of emotional resonance within the ad, but the key point here is that Pukka are building wider fresher networks in the memory of Category Buyers.
The strategy appears to be working as they are in the top 3 brands for their category in our database and have a Network Size of 4.6, (based on Quant research with 581 category buyers in GB).
The question for Pukka to consider is whether they have ringfenced the appropriate media investment to sustain this messaging and avoid memory decay.
Now take a look at the latest Ginsters advert and count the number of CEPs.
At a stretch, we found one. Now we are not suggesting that every advert has to include CEP messaging, we just offer this example as a contrast in strategy to Pukka. Our database confirms Ginsters as a strong brand also in the top 3. But as this campaign evolves and they hopefully establish the farmer as a ‘distinctive asset’ they will be well served to incorporate some of the most important CEPs into future messaging. We will continue to track with interest.
If you want to delve deeper into understanding how knowing your CEPs can help your brands grow then get in contact. You can watch an introductory video here
Connect with us on LinkedIn.
Martin
Mark
Recommended Reading
Take a read of Jenni Romaniuk’s Book: Better Brand Health or the brilliant and probably most important marketing book: Byron Sharp’s How Brands Grow.
Connect with us here on our LinkedIn page or you can connect with Martin or Mark directly.
