Category Entry Points (CEP) Framework
The Category Entry Points (CEP) Framework helps identify the moments, contexts, and motivations that trigger people to buy from a product category. Popularized by Byron Sharp & the Ehrenberg-Bass Institute. Grounded in mental availability theory from How Brands Grow. It's used to increase mental availability — by ensuring your brand shows up when people think of (XYZ). Think of it as mapping the moments you want to own.
Campaign Result
Ideal For
Awareness strategy, mental availability building, brand architecture
Helps brand show up in more buying moments
Connects real human behavior to media and message
Less Ideal For
Performance-only media, direct response campaigns
Requires research or data to identify strong CEPs
Risk of fragmentation without clear strategic focus
Key Implementation Steps
1
Identify the category your brand competes in
2
List potential entry points: Why, When, Where, With Whom, With What
3
Prioritize high-frequency or high-emotion triggers
4
Align brand messaging and media to show up in those specific contexts
5
Use the 5-box layout (Why / When / Where / With Whom / With What) with brand examples under each