Category entry points are contexts that prompt a customer to think about a product category. They can involve a place, company, job to be done or feeling.
In the demo, each activated occasion lights up its connected brand memory. In research, ask when people begin thinking about the category and which brands connect to each cue.
A cue that is too broad applies to every brand. Define a specific buying occasion and examine how often it occurs.
When to use
Use to connect campaign messages and media to actual buying occasions.