In the second book in the ‘How Brands Grow’-series, Byron Sharp and Jenni Romaniuk describe the relevance of Category Entry Points, or in other words: the motives that play a part in consumers consideration and choosing of a brand. For years we have known about the importance, but up until recently we were never quite sure how to quantify that. There are many explorative techniques needed to measure these entry points.

For the past 5 years, we’ve been developing a new method through BrandReality to make these entry points visible. We were already able to test this on dozens of brands and categories. BrandReality uses free associations and storytelling to expose the richness and power of a brand, and also enables us to find relevant Category Entry Points. The Brand-CEP-gap analysis shows the extent to which the brand associations line up with what’s relevant in the category. The smaller the gap, the more relevant to brand to consumers.

Would you like to know more about Category Entry Points and/or BrandReality? Please don’t hesitate to call or email Simon McDonald (, +44 7870 265819).


Download our Brand Reality leaflet to learn more