In this session...
Brand marketing is a competitive sport/zero-sum game. In order to win, your brand doesn’t have to be the best at everything — it just has to be better than your competitors at some things. The problem is that marketers are evaluating their brand within a vacuum, but without the competitive context, marketers can’t know where to strategically place their bets.
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This session will introduce the Category Entry Points (CEPs) framework to empower marketers to understand where their competitive advantages lie and how to build a marketing strategy that capitalizes on them.
Join Ellie Weed from LinkedIn as she interviews a panel of experts on the power of adopting a Category Entry Points-led strategy. Ellie will be joined by Jon Lombardo, Head of Research at The B2B Institute, Maria-Angela Sanzone, Head of Paid Social at JPMorgan Chase and Jonathan Akwue, President & Global Media Lead at Publicis Groupe, as they reveal how to link their brand to the buying situations that matter.
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What You'll Learn from This Session...
- What Category Entry Points (CEPs) are and how to leverage them in your marketing strategy.
- Why linking your brand to the buying situations that matter is a competitive advantage.
- What "Mental Availability Metrics” you should measure.
