How Aperol Spritz utilised Distinctive Brand Assets and Category Entry Points to drive growth Aperol is a quintessential liquor, notorious for it’s distinctive bright orange liquid colour in glass and flavour profile that combines bitter, sweet & tangy notes made from a secret recipe of bitter and sweet oranges, rhubarb and other herbs & roots. […]
Category Archives: Category Entry Points CEPs
Brand Growth, Category Entry Points CEPs
MENTAL AVAILABILITY: NOT JUST FOR BIG BRANDS WITH BIG BUDGETS
16
Dec
Dec
Mental Availability: Not Just for Big Brands with Big Budgets There’s a common misconception that the principles of “How Brands Grow,” by Professor Byron Sharp, (Professor at the Ehrenberg Bass Institute), only apply to big brands with massive advertising budgets. This simply isn’t true! While large companies may dominate traditional media, the core principles of […]
13
Dec
Dec
How Folly Farm Used CEPs to Grow: A “How Brands Grow” Case Study Proving Byron Sharp’s Principles Work for Small Businesses Too! Want to know how to achieve better brand health and drive business growth? Look no further than Folly Farm Adventure Park and Zoo! This Pembrokeshire gem provides a real-world example of how a […]
05
Dec
Dec
A Bamboozled Guide to Category Entry Points Common practice in marketing is to segment the market into distinct groups of people based on their attitudes, behaviours and/or demographics to enable effective targeting, positioning and execution – we prefer Category Entry Points… But what if there’s a better way? Introducing Category Entry Points (CEPs) CEPs […]
06
Dec
Dec
Salesforce’s success ingredients break the B2B norm – rather than rational product centric messaging, their comms centre around Distinctiveness & CEPs