CEPs (Category Entry Points) concept

“The most important search engine is still the one in your mind.”

This statement makes a profound point all marketers should internalize about buyer behavior: most purchases start not by searching Google, but by searching our memory. If you believe most buyer behavior starts with memory, it then follows that the primary job of marketing is not to generate clicks, but instead to generate memories.

When it comes to building “brand-relevant memories,” there is no one better than Professor Jenni Romaniuk, who wrote the book on what she calls “Category Entry Points” (CEPs).

CEPs (Category Entry Points) concept help you link your brand to the buying situations that matter.

Using the 3C’s is a process of elimination. Eliminate the buying situations that have low credibility, high competition, and low commonness so that the most valuable ones for your brand remain.