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Brand personality FAQ

May 16, 2024

Karen Chandler


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Here at Nepa we’ve worked with brands to define and explore their personalities for over a decade. We’re experts on the subject, but our clients often have questions. So, we’ve spoken with the team to compile a list of the most frequently asked brand personality questions.

What is brand personality?

It is the set of human-like traits and characteristics that a brand embodies. Like individuals have unique personalities, brands should also exhibit distinct traits to help shape how they are perceived by consumers

Why is brand personality important?

A strong personality humanises a brand, making it both distinctly different and relatable. It helps to build emotional connections with consumers, and as such can help foster loyalty, enhance the company’s equity, and drive long-term success.

How do you measure brand personality?

At its core, you need to understand how customers perceive or feel about your brand. Common strategies include surveys, qualitative research like interviews and focus groups, customer feedback analysis, brand archetype analysis, social media analysis, and competitive analysis.

Here at Nepa, we conduct Brand Touch studies that measures the true emotional position of your brand, and how its position relates to the drivers within your category, using a comprehensive yet simple framework that is grounded in validated psychology methods.

How many personalities should a brand have?

Ideally a brand should have one consistent personality that aligns with its values and messaging. However, if a brand targets diverse audiences or offers multiple product lines, it may tailor specific aspects to each audience or product category. The key is to ensure that each personality remains cohesive with the overall brand identity and values.

Can brand personality change over time?

Yes, they can evolve over time to adapt to changing market dynamics or strategic shifts. If a category has become crowded, many successful brands have moved into the personality whitespaces that consumers are looking for, but not served by. However, changes in should be implemented thoughtfully to maintain consistency and avoid alienating existing customers.

How can a brand personality be communicated effectively?

Effective communication of requires consistency across all omnichannel touchpoints, including marketing materials, social media channels, customer interactions, and product experiences. Aligning internal teams and adhering to brand guidelines are the key to maintaining a cohesive personality.

What is the difference between brand personality and brand identity?

Brand personality refers to the human characteristics or traits attributed to a brand, reflecting the emotional connection consumers have with it. On the other hand, brand identity encompasses the visual and tangible elements that represent a brand, such as its logo, colours, tone of voice, and core values.

What is the difference between brand personality and brand value?

Brand personality refers to how a brand behaves, communicates, and is perceived by customers, reflecting its persona and character. Conversely, brand values are the core beliefs and principles that guide a brand’s actions, decisions, and business strategy. They represent the ethical and philosophical foundation of the brand, guiding its behaviour and interactions with stakeholders.

What are some examples of brand personalities in the real world?

Apple
Known for its innovative and sophisticated personality, Apple embodies traits like creativity, innovation, and elegance. Its products and marketing reflect a sense of exclusivity and forward-thinking, appealing to consumers who value cutting-edge technology and sleek designs.

Nike
Nike’s personality is characterised by excitement, empowerment, and athleticism. Through its bold marketing campaigns and sponsorship of top athletes, the company inspires customers to push their limits and achieve greatness, fostering a sense of motivation and determination.

Tiffany & Co.
Tiffany & Co. exudes sophistication, luxury, and elegance, making it one of the most prestigious jewellery brands in the world. Its brand personality reflects qualities like charm, romance, and timeless beauty, appealing to customers who desire elegance and refinement.

Coca-Cola
Coca-Cola’s personality is characterised by sincerity, happiness, and nostalgia. With its iconic red branding and timeless slogans, the company evokes feelings of joy, togetherness, and optimism, making it a beloved symbol of shared moments and cherished memories.

Starbucks
Starbucks’ brand personality is warm, inviting, and community oriented. Through its cosy coffee shops and personalised customer experience, Starbucks fosters a sense of belonging, connection, and comfort, making it a beloved gathering place for coffee lovers around the world.

How do you define your brand’s personality?

If you need help, then a Brand Touch study from Nepa is a great start. 120-character traits and 8 personality segments are used to visualise your position in a simple, concrete, and actionable way. By measuring your brand via human characteristics, you can understand your current positioning, and how this relates to the rest of your market. With Brand Touch 3.0, we help you unlock the future with our new market opportunity maps open whitespaces for growth that can help your brand build future success.

By aligning your brand personality with your values and messaging, you can create a cohesive and memorable identity that resonates with your target audience. With our expertise in Brand Touch studies, we can help you visualize your brand’s position in the market and unlock opportunities for future growth. Whether you’re a seasoned brand or just starting out, defining your brand personality is essential for standing out in today’s competitive landscape.

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Creating a brand identity that resonates with your audience

May 13, 2024

A birds-eye view of people discussing brand identity

Karen Chandler


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One of the most effective ways to differentiate your business has always been to create a strong brand identity. Think Coca-Cola. Just the name conjures up images of its iconic red logo. But is this the only thing that defines Coca-Cola’s brand identity? No, it’s the whole brand experience, from fonts and packaging to advertising campaigns and customer interactions. 

What is a brand identity?

At its core, a brand identity is the visual and content representation of a company’s personality. It encompasses elements such as logos, colours, fonts, messaging, and more; all of which create a holistic expression of what the brand stands for. With crowded markets where consumers are bombarded with choices, a strong brand identity can help businesses cut through the noise to make a lasting impression. 

What makes a strong brand identity?

It’s not one thing. Building a strong brand identity involves several key elements: 

Logo 

A brand’s logo is its most recognizable symbol and serves as its visual anchor. It should be distinctive, memorable, and reflect the company’s personality. Take Coca-Cola, for instance. Its logo, featuring the iconic red script text, is instantly recognisable worldwide. The flowing script font exudes a sense of warmth, friendliness, and tradition, aligning perfectly with Coca-Cola’s brand personality of happiness, enjoyment, and nostalgia. The logo’s red colour, vibrant and energetic, further reinforces these characteristics, making it a powerful representation of the brand’s identity. 

Colour palette 

Colours evoke emotions and can have a significant impact on how a brand is perceived by consumers. Red, for example is often associated with passion, excitement, and energy. Brands like Coca-Cola and Red Bull use red in their logos to evoke feelings of vitality and dynamism. Yellow, on the other hand, is associated with optimism, happiness, and creativity. Brands like McDonald’s and IKEA use yellow to create a cheerful and inviting atmosphere for their customers. 

Typography 

Fonts play a crucial role in conveying a brand’s tone and personality. Script fonts, like Coca-Cola’s and Disney’s mimic handwriting and are often associated with elegance, femininity, and creativity. They can add a personal touch to a brand’s identity and evoke feelings of warmth and sophistication. Conversely, display fonts such as those used by Netflix and Spotify, are decorative and attention-grabbing, making them ideal to convey a bold and dynamic personality. These fonts often evoke a sense of creativity, innovation, and originality, which can be particularly appealing to audiences who value uniqueness and excitement. 
 

Brand voice 

Consistent messaging is key to establishing a strong brand voice audience. Take Coca-Cola, as the example. Whether it’s their iconic “Open happiness” campaign or the more recent “Taste the feeling,” the brand consistently delivers messages that evoke emotions of joy, positivity, and togetherness. These messages are not only reflected in their advertisements but also in their social media content, website copy, and even customer interactions. By maintaining this consistent brand voice across all channels, Coca-Cola has successfully ingrained its values and personality into the minds of consumers worldwide, fostering a strong emotional connection that goes beyond just a refreshing beverage. 

Imagery and design elements 

Visual elements such as images, graphics, and design elements play a crucial role in conveying a brand’s personality and values, and Coca-Cola is a prime example of this. From their classic red colour scheme to the iconic ribbon-like imagery featured on their cans, every visual aspect of branding is consistent with their brand’s identity. 

By combining these with templates and guidelines that can be used throughout a business, and by carefully considering each of these elements and how they interact with one another, a company can create a cohesive brand identity that leaves a lasting impression. 

Why is having a strong brand identity important?

A strong brand identity serves as the foundation upon which all marketing efforts are built, providing a clear and cohesive framework for how the brand is perceived and experienced by consumers. 

Differentiation 

In a crowded marketplace, a distinct brand identity helps a business stand out from competitors and attract the attention of potential customers. 
 

Trust and loyalty 

Consistency in branding builds trust and fosters loyalty among customers. When consumers know what to expect from your brand, they are more likely to become repeat customers and brand advocates. 
 

Marketing effectiveness 

A cohesive brand identity supports marketing efforts by creating a memorable and recognisable image. Consistent branding across all channels increases brand recall and enhances the effectiveness of marketing campaigns.  

Business success 

Ultimately, a strong brand identity contributes to the overall success and growth of a business. By increasing brand awareness, recognition, and customer engagement, it can help drive sales and revenue growth. 

Why taking a step back is important before speaking with a brand agency

Everything we’ve discussed in this blog are important elements to build a strong brand identity (and Nepa’s Brand Asset studies can help here!). However, before engaging with a brand agency or designer to help you create or rebrand your product or service, it’s crucial to take a step back and conduct thorough research and introspection. Here’s why: 

Audience analysis 

Understanding your target audience’s demographics, preferences, and pain points is essential for crafting a brand identity that resonates with them. A Brand Touch study, for instance, can help you not only identify how your brand is currently perceived by consumers, but the personality traits that are currently contributing to success and those that you should highlight with your brand identity. 

If you’re interested in learning more about Brand Touch, why not read out latest blog post? 

Brand values and mission 

Clarifying your brand’s values, mission, and vision provides a clear direction for developing your brand identity. Your brand identity should authentically reflect who you are as a company and what you stand for.  

Competitive analysis 

Assessing your competitors’ branding strategies can help you identify gaps and opportunities for differentiation. By understanding what sets your brand apart from the competition, you can position yourself more effectively in the market. A Brand Touch study can help you understand how both you and your competition are perceived by your consumers, and therefore identify potential whitespace to shift your brand identity for growth. Should Coca Cola focus on their reliable or confident sides, for example? 

In conclusion, creating a brand identity that resonates with your audience requires careful consideration of various elements, including your logo, colour palette, typography, brand voice, imagery, and design elements. By building a cohesive brand identity that reflects your values, mission, and vision, you can differentiate your business, build trust and loyalty among customers, and ultimately drive success and growth. However, it’s essential to take a step back and conduct thorough research to ensure that you understand how to portray your brand, and where potential whitespace in the market lies to help you stand out. 

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How to find your brand’s whitespace opportunities

May 08, 2024

Stockholm skyline for whitespace opportunities blog

Karen Chandler


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Brands trying to increase their share of wallet often start at the end of the process. Money is spent on concept testing and ads, but in many cases they would do better off by taking one step back. “How is their brand currently perceived?”. “What do consumers think of the competition?”. And one of the most important questions “Where are the whitespace opportunities in the category”? With this knowledge, they can pinpoint the areas for growth and differentiate their messaging from their rivals. Ultimately this means they can create content that truly resonates with consumer needs.

Understanding whitespace opportunities

A whitespace opportunity refers to an untapped or unmet need in the market that presents a potential area for differentiation. It’s where a brand can carve out a distinct position and offer something unique and valuable to customers that competitors are not currently providing. In essence, whitespace opportunities represent fertile ground for growth and expansion.

With fierce competition and constantly evolving customer expectations, identifying whitespace opportunities has become increasingly crucial for marketers. Brands that can successfully identify and capitalise on these opportunities gain a competitive edge, drive innovation, and fuel long-term growth.

Why whitespace opportunities matter

In a crowded and commoditized market, simply trying to outperform competitors on existing dimensions is no longer sufficient. As the adage goes, “If you try to be the best at everything, you become the best at nothing.” Instead, brands must strive to be unique and differentiate themselves from the competition.

Whitespace opportunities offer a strategic pathway for achieving this differentiation. By identifying areas where customer needs are unmet or underserved, brands can tailor their products, services, and in particular their messaging to effectively address these needs. This not only enhances customer satisfaction and loyalty but also enables brands to command premium pricing and capture market share.

Moreover, whitespace opportunities drive innovation and propel brands forward in dynamic and evolving markets. By continually seeking out new areas for growth and expansion, brands can stay ahead of the curve, anticipate market trends, and maintain relevance with customers.

Practical strategies for finding whitespace

Now that we’ve established the importance of whitespace opportunities, let’s delve into practical strategies for uncovering them:

Leverage attribution mapping

Attribution mapping is a powerful technique for identifying your brand’s most profitable dimensions and areas of differentiation. By mapping key attributes of your market and competitors, you can pinpoint whitespace opportunities that align with your brand’s strengths and values.

Refine your brand positioning

Take a close look at your brand’s positioning and messaging to ensure they align with whitespace opportunities in the market. Consider how you can differentiate your brand from competitors by highlighting unique value propositions and addressing unmet customer needs.

Innovate and iterate

Don’t be afraid to innovate and iterate on your products, services, and business models to capitalise on whitespace opportunities. Continuously seek feedback from customers, test new ideas, and refine your offerings based on market demand and trends.

Brand Touch and whitespace

Our Brand Touch solution can help you do all of this by measuring the true emotional position of your brand, and how this relates to drivers within your category. 120 character traits and 8 personality segments are used to visualise your position in a simple, concrete, and actionable way. By measuring your brand via human characteristics, you can understand your exactly where the whitespace opportunities lie.

Finding whitespace in the streaming industry

Our client was a well-known streaming provider in the Nordics, but was entering a new market where they had little name recognition. The top 3 streamers in the market were all fighting over owning the “Entertainer” profile with comms referencing an “emotional” and “creative” identity. There was no space for our client to compete here.

We identified an unmet need for a brand to own the Influencer/ Entrepreneur personalities that wasn’t being addressed in the market. We concluded that consumers would be receptive to a streamer that was proud of both its high-quality content and, as a result, its premium prices. The brand’s Nordic heritage was also a key to exuding the trust and reliability that all streamers were expected to have in the market.

By responding to unmet consumer positioning needs as a fun, self-confident, playfully arrogant “new kid on the block”, our client entered the new market with a bang, immediately standing out in a crowded field.

In conclusion, whitespace opportunities represent untapped potential for brands to differentiate themselves, drive innovation, and achieve sustainable growth. By adopting a strategic approach to identifying and exploiting these opportunities, brands can position themselves for long-term success. So, embrace the challenge, explore the possibilities, and unlock the full potential of your brand’s whitespace opportunities.

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How to position your brand to increase share and distinctiveness | Introducing Brand Touch 3.0

May 03, 2024

Woman working on a Brand Touch study

Karen Chandler


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Brands trying to increase their share of wallet or relevance often start at the end of the process, with concept testing and ad spend. But before this, you need to understand your brand and category on a fundamental level. Who is my brand today? What is my ideal position? How do people view my competition? Where and how can I grow my brand?

Brand Touch measures the true emotional position of your brand, and how this relates to drivers within your category. 120 character traits and 8 personality segments are used to visualise your position in a simple, concrete, and actionable way. By measuring your brand via human characteristics, you can understand your current positioning, and how this relates to the rest of your market. With Brand Touch 3.0, we move from this present positioning to unlock the future. Our new market opportunity maps open up whitespaces for growth that can help your brand build future success.

Business question 1

How does my audience perceive my brand’s personality?

Brand Touch positions your brand, category, and competition on a map based on the Five Factor model, to reveal your brand’s true positioning. It offers you the insights to quantify your brand’s emotional relevance and know where to go next.

Business question 2

How does my brand sit in the competitive landscape?

Understanding your brand in isolation is one thing – Seeing how you compare to the market is another. Brand Touch shows how your brand is perceived versus your competitors, and which character traits are important to your category.

Business question 3

How do I stand out in the crowded category landscape?

Many brands position themselves in the same way and target the same types of personality. Brand Touch can be used to strip out all of the noise in your positioning, and uncover the distinctive characteristics you should move front and centre in your comms to stand out in a crowded market.

Business question 4

What shifts can I make with my positioning to grow?

By mapping your category’s unmet needs, you can uncover the attributes you should focus on in your brand identity and comms to truly grow. Brand Touch gives you the data to shift your branding in a credible and successful way.

Brand Touch 3.0 offers a comprehensive solution for brands seeking to increase their share and relevance in the market. By measuring the true emotional position of your brand and its alignment with category drivers, the solution provides actionable insights to guide strategic decisions. With new market opportunity maps that uncover whitespace for growth, Brand Touch empowers brands to win in their category.

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Transform insights into action

April 23, 2024

People discussing insights in a group from a birds-eye POV

Karen Chandler


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Converting insights into actionable measures has always been a critical challenge faced by marketers and insights managers. In order to effectively navigate the pitfalls and challenges, it is essential that brands adopt a strategic approach that maximises the value of their insights, be they from Brand Trackers, MMMs, Campaign Evaluations, or other types of market research. Here are five key strategies that we at Nepa think transform insights into action, and help drive business success.

People discussing insights

1. Set goal-driven objectives

Even before collecting your data, it’s important to set clear goals for what you want to achieve, be they brand awareness, market expansion, or any other strategic plans. Doing this ensures that any data analysis focuses on extracting insights that directly contribute to achieving these goals. Establishing clear measurement objectives, aligned with key performance indicators (KPIs), enables your brand to track progress and see how and where your marketing communications need amending.

2. Contextualise your insights

Context is key when it comes to transforming insights into actionable strategies. By considering factors such as who, what, when, why, and where, organisations can provide background that enhances the relevance and relatability of the insights. By looking beyond isolated data points, brands can identify broader trends, providing a deeper understanding of market dynamics and consumer behaviour. Recognizing patterns and trends enables brands to uncover new opportunities and whitespaces that offer them a strategic advantage.

3. Ensure effective insights communication

Insights must be communicated clearly and comprehensively across the business to ensure that they are easily understood, simple to action, and embedded in all departments. Reporting information creatively and consistently, with engaging formats, makes them more impactful.

4. Continuously analyse, test, and learn

Continuous analysis is the cornerstone of effective data utilisation. Hypothesis formulation and testing play a pivotal role in making the most of your data. By doing so you can refine your strategies and drive continuous improvement.

5. Create a data-driven culture

Building stakeholder-researcher relationships is integral to effective insight activations. Utilising visualisation techniques to add context to insights, encouraging immediate action, and asking questions about what your team really find important helps create a data-driven culture. Moreover, democratising data empowers your stakeholders, fostering collaboration and informed decision-making across teams. This helps to develop a common business language that has data at its core.

By following these five key strategies, organisations can effectively transform raw data into actionable insights; driving informed decision-making, enhancing operational efficiencies, and achieving business success in today’s data-driven landscape.

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Nepa’s guide to building a Category Entry Point (CEP)-centric marketing strategy

April 11, 2024

Woman shopping wall of freezers CEP

Karen Chandler


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Measuring Category Entry Points (CEPs) is a crucial step for brand marketing for several reasons. Firstly, by understanding the specific moments or situations your consumers are most likely to engage with your brand, you can create targeted marketing strategies that drive conversions. Secondly, by identifying and prioritising CEPs, you can concentrate your budget and resources on the touchpoints that will have the most impact, maximising your ROIs. Next, an understanding of your CEPs also offers you a competitive advantage, by not only enabling you to better understand your customer journey and its pain points, but also where you can outperform your competition, helping you to capture more market share. Finally, CEP measurements help brands identify areas for growth and innovation, increasing their market penetration.

But how do you build CEPs into your marketing if you’ve never measured them before?

Building a CEP-centric marketing plan

Define your CEPs

Start by identifying the key moments or situations when consumers engage with your brand. Here at Nepa, we suggest a qualitative approach to uncovering the full range of CEPs that lead consumers to your category.

Quantify and prioritise the key CEPs

A thorough quantitative deep-dive will help you identify the key CEPs your brand should focus on. This will help you identify a consumer’s needs, preferences, and behaviours at each CEP, and uncover where your brand’s current positioning and mental market share.

Develop targeted messaging

Now you know your consumers and CEPs, you should craft compelling messages that address their specific needs and pain points at each moment. You can also highlight how your brand fulfils these requirements better than your competition.

Leverage your distinctive brand assets

Use a Brand Asset study to identify and leverage the logos, taglines, colours, and other visual elements that make your brand recognisable and memorable. If you miss this step, you risk your product or service being recalled, but in conjunction with a competitor with a stronger brand.

Implement a targeted marketing strategy for each CEP

Use a mix of channels and tactics, such as social media advertising, email marketing, influencer partnerships, and other on and offline strategies to engage your target audience effectively. A Marketing Mix Model can help you identify the areas that will give you strongest sales activations and brand awareness.

Monitor and measure your CEP performance

Continuously monitor and measure the performance of your marketing efforts at each CEP. A Brand Tracker with Category Entry Point module allows you to track key metrics such as CEP linkage, awareness, consideration, and purchase intent, to allow you to make data-driven adjustments. By measuring continuously, you can remain agile and adaptive to changes in consumer behaviour, market trends, and competitive dynamics.

By following these steps, you can develop a robust CEPs-centric marketing plan that effectively engages consumers at key moments in their purchase journey, driving mental availability and purchase intent. If you would like some help getting started, why not get in touch?

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Mental Availability: A key secret to brand growth

March 13, 2024

Karen Chandler


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With the world in constant flux, building a strong brand presence is essential for companies looking to grow. One crucial aspect of this is understanding and harnessing the power of Mental Availability. But what exactly is it, and why should brands focus on it in 2024?

What is Mental Availability?

Mental Availability refers to the extent to which a brand occupies space in consumers’ minds, influencing their purchasing decisions. It encompasses the strength of associations consumers have with the brand and how readily it comes to mind when they consider a product or service category. Unlike traditional brand tracking metrics, which often focus solely on current buyers, Mental Availability metrics also consider non-buyers and brand rejectors. This provides companies with insights into potential growth opportunities and barriers to purchase.

Why should brands care about Mental Availability?

Simply put, it’s about how easily a brand comes to mind in different purchase situations within a specific product or service category. Unlike physical availability, which focuses on accessibility and ease of purchase, Mental Availability emphasizes the brand’s presence in consumers’ minds during relevant purchase moments. It’s akin to being a familiar face in a crowded room.

In today’s competitive market, where consumers are bombarded with choices, being top-of-mind is crucial for brands. Tracking Mental Availability involves measuring metrics such as mental penetration, network size, mental market share, and share of mind. These metrics provide valuable insights into brand recall across different Category Entry Points (CEPs), helping brands understand their positioning and increase their likelihood of being considered by consumers in relevant purchase situations.

For instance, while many people may be aware of a brand like the National Lottery, not everyone immediately considers it for specific needs, such as buying a gift to put into a card. This specific need represents a Category Entry Point (CEP), a key measure of Mental Availability. Understanding these CEPs and measuring the brand’s share of them allows brands to gauge how likely people are to consider their brand compared to others in relevant purchase situations.

Strategies for success

Understanding Mental Availability is only the first step; brands must also take proactive steps to enhance it. Strategies for enhancing it include:

Messaging alignment
Ensuring that brand messaging aligns with the Category Entry Points (CEPs) identified through research. Messaging should resonate with consumers in specific purchase situations, increasing the likelihood of brand recall.

Differentiation
Standing out from competitors by leveraging distinctive brand assets (DBAs) that make the brand memorable and easily recognisable in consumers’ minds.

Targeted marketing efforts
Direct marketing efforts towards reaching consumers during relevant purchase moments. Utilising channels and tactics that resonate with consumers in specific contexts, will increase brand visibility and recall.

Continuous monitoring and adjustments
Regularly monitoring and analysing Mental Availability metrics to track progress and identify areas for improvement. Brands should adjust marketing strategies and messaging as needed to maintain and enhance Mental Availability over time.

In today’s competitive marketplace, understanding and enhancing Mental Availability is crucial for brand success. By focusing on strategies to increase brand recall and presence in consumers’ minds during relevant Category Entry Points, brands can strengthen their positioning and increase their likelihood of being considered by consumers. Through continuous monitoring and adjustment of marketing efforts, brands can stay top-of-mind and drive growth in an increasingly competitive landscape.

Nepa’s Mental Availability offer

Because we believe Mental Availability is so important, if you sign up to one of our Brand Tracking packages before the end of March 2024, we’ll boost your insights with our Category Entry Points module free of charge. Plus, we’ll throw in a complimentary data deep-dive meeting so you can really make the most of your investment (altogether worth 12,500 EUR)!* Find out more here.

* For Brand Tracking packages over 3,000 EUR / month for a minimum of 12 months, purchased before 01/04/24

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Memories generate sales: Why your Brand Tracker needs to include Category Entry Points

February 07, 2024

Hand on mobile phone with a thank you for your purchase message

Karen Chandler


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If your Brand Tracker does not measure Category Entry Points, then you’re missing a key area of growth for 2024. The best search engine is the mind, so triggering thoughts of your brand at key buying occasions can lead to significant additional revenue. Think Diet Coke and break time.

Sign up for one of our Brand Tracking packages before the 1st of April 2024 and get 12 months of Category Entry Points insights, alongside a complementary deep-dive into your results.

What do you get?

– A dynamic Brand Tracking dashboard with 24/7 access to all of your fundamental KPIs, such as ad awareness and brand strength

– A complementary insight meeting to delve into your 3 key business questions

– A consultative partnership that will help you answer the ‘so what’ and ‘what now’ for your brand

– Access to your new tracker within an average of 4-6 weeks

Why does your Brand Tracker need Category Entry Points?

The details

– Offer only open for new Brand Tracking packages over 32,000 SEK per month with a minimum 12 month contract, signed before the 1st April 2024.

– One free 1-hour insight meeting, to cover 3 key business questions.

– Category Entry Point module included for 12 months free of charge, for all markets and categories purchased (cost for year 2 based on 2 categories and 3 countries is 36,000 SEK, subject to change).

– Number of free Category Entry Points is capped at 10, and they must be the same for each market and category.

– Normal Nepa terms and conditions apply

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What are Category Entry Points, and why should you care about them in 2024?

January 30, 2024

Karen Chandler


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AI. New shopping channels. A cost-of-living crisis. The new spending power of Generation Alpha. Market share growth has never been as complicated as it is in 2024. But you can sharpen your competitive edge by building mental availability; ensuring your brand is at the top of mind wherever and whenever a consumer is ready to make a purchase.

This is where Category Entry Points come into play. As defined by the Ehrenberg-Bass Institute, they are the cues that consumers use to access their memory when making a buying decision, encompassing both internal cues like motives and emotions and external cues like location and time of day. Think Diet Coke with break time.

With a direct correlation between a brand’s market penetration and the number and strength of their Category Entry Points, understanding and leveraging them is essential.

How do you identify your Category Entry Points?

To begin, you need to start with the 7W’s; ‘Why’, ‘Where’, ‘hoW’, ‘With’, ‘When’, ‘While’, and ‘With what’.

Why

The motive and benefits behind a purchase, for instance to lead a healthier lifestyle or to get a promotion.

Where

The location of where the product will be used or consumed, for instance when working from home, or on the train.

hoW

The feelings and emotions behind the purchase, for instance feeling low on energy or stressed.

With/for whom

The other people who may be involved in the usage or consumption, for instance your partner, or senior management.

When

The timing of when the product will be used or consumed, for instance every Saturday or at the end of the financial year.

While

Co-activities that might occur with the usage or consumption, for instance a meeting or filling up your car.

With what

Other categories that might be purchased or consumed at the same time, for instance socks with shoes or popcorn at the movies.

How do you then prioritise these Category Entry Points?

As consumers have a multitude of entry points into each category, product or brand, you then need to prioritise those that are the most effective for brand growth. This is where we turn to the 3C’s.

Credible

How credible is your product, brand, or solution in this situation?

Competitive

How many other brand or business are in competition for this entry point?

Common

How frequently do buyers find themselves at this entry point?

Those with high credibility, low competition, and high incidence are those that are going to be most valuable. Having high impact, high effectiveness messaging at these points will help create brand memories.

Why should you then track these Category Entry Points continuously?

Identifying your Category Entry Points is only the first step. Once you actively start to build brand memories during these situations, you need to have a system in place to see which messages resonate, and which don’t. And it’s important not to forget that your competitors might also be working on their Category Entry Point memories too.

By measuring continuously, you can quickly and easily view your entire competitive landscape. This makes it simpler to promptly adapt strategies and stay ahead of your competition.

Nepa’s three step approach

1. Discover your brand’s specific Category Entry Points

Using qualitative techniques, we uncover every Category Entry point that might lead a consumer to your category. Generative AI is used to identify, validate, and analyse the data to minimise the risks of bias.

2. Quantify and prioritise your key Category Entry Points

A quantitative deep dive identifies the strength of your brand’s current Category Entry Points, and which ones should be focused on to drive growth in the market.

3. Monitor the development of your Category Entry Points

Both your brand and your competitors Category Entry Points are continuously tracked in our Brand Tracking dashboard, so you can make timely, informed decisions to grow your market share.

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MTV trusts Nepa to prove TV advertising is key

MTV logo

The story

Launched in 1957, MTV was one of Europe’s first commercial TV companies. Over the decades it has expanded from news and current affairs programming to include streaming services, free TV channels, multi-channel current news, and paid TV channels. MTV is part of Telia Company, one of the Nordics largest TV and telecommunications companies.

Today Finland’s leading commercial TV broadcasting company strategically leverages a long-term partnership with marketing intelligence company Nepa to prove that TV advertising is a key brand-building tool for the Finnish market.

“At MTV, our aim is to enable sustainable business growth for our clients by offering effective advertising solutions. Through our collaboration with Nepa, we have empowered our clients to substantiate impact that TV campaigns can deliver results for their brands.”

— Nina Eriksson, Insight Manager

People watching TV

The plan

MTV and Nepa have a long history of collaboration. Nepa had previously worked on Brand Tracking and Consumer Panel projects with MTV in Finland, along with other campaigns for their sister company TV4 in Sweden.
Adverts are a core component of MTV’s business so it was suggested that the Campaign Evaluations they were running for their advertisers should be managed by Nepa too. The company understood MTV’s business model and competitive landscape and could use this background to supercharge their Campaign Evaluations.

The result

Nepa’s Campaign Evaluations are used by MTV as part of their partnership with their advertising clients. Ads are tested to quantify the impact of the campaign and creative implementation. However, this is not where the benefits end for MTV.

Over the years Campaign Evaluation data was collected for lots of different industries, of lots of different sizes, with lots of different consumers. Nepa realised that more could be done with these insights, and MTV’s Meta Analysis was created. This report takes the historic data and quantifiably proves the benefits of TV advertising, and how it can help with long-term brand building.

The utilization of individual campaign measurements has contributed to the cultivation of enduring customer relationships with our advertising clients. Moreover, the implementation of the Meta Analysis has played a pivotal role in fostering a deeper comprehension and validation of the efficacy of TV and program sponsorship advertising. said Nina Eriksson, Insight Manager.

The result

1957

launched

330

employees

2019

acquired by Telia

Our Approach

We convert data into
opportunities for growth

Marketing is an investment

Many brands are seeing budget cuts. But focusing only on short-term goals means you can miss the contribution of long-term brand building to growth. To demonstrate the ROI of your marketing you need a team that is experienced in linking your brand KPIs to your company’s financial performance, over time. We help you make those connections, which are essential for making marketing decisions that drive growth.

Ensure brand relevance

As technologies, trends, and industries shift, so do your customers. You need to keep on the pulse of people’s perceptions and behaviours by understanding how your brand is used, its personality, and how your communications are working in order to make adjustments over time.

Select the right channels

Assessing the strength of each individual media channel helps you to focus on the right investments. But most media measurement does not integrate and evaluate all the different channels now available. Our Media Mix Modelling assesses the ROI of all media investments including social, allowing brands to make decisions around budgets for every media, execution, campaign duration, and creative.

Increase market share

There are several ways to increase market share. Sell more to existing customers. Expand your customer base. Sell through new channels. However, in order to choose the right option, you need to understand your potential customer base.

 

Our Market Segmentation gives you clear, useful information on both current and potential customers. It splits people into different groups based on needs and values, offering insights on how to grow your brand in these different markets.

Improve campaign performance

As media changes, so do people and their behaviour. To improve performance, you need to evaluate and evolve your campaigns constantly, so that you can make and measure adjustments over time. We help you find the right mix of channels, messaging, creative, and format to increase your impact and ROI.

OUR WIDER OFFER

Adapt to win

Our 360-degree, continuous approach shows how consumers think, helps realise growth potential, and demonstrates return on investment.

Marketing Mix Modelling

Adjust activity in near real-time with models that are continuously learning from your media activity, sales performance, and brand health.

Campaign Evaluation

Running campaigns is all about constant evaluation and evolution. Find the right mix of channels, messaging, creative, and format to get the most out of your communications.

Custom Modules

Use additional modules to manage pricing, brand personality, brand assets and category drivers and place customers at the heart of your marketing decisions.

CONTACT

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