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…
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Advertising avoidance is the default for most consumers. So why do most copy testing methods insist on forcing exposure to adverts, and then measuring consumers reactions? Imagine the scenario. You sit down to watch a show, and then turn it off half way through. What did you think of it? It was boring, the characters…
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In het tweede “How Brands Grow”-boek beschrijft Byron Sharp de relevantie van Category Entry Points, oftewel, de motieven of momenten die een rol spelen bij het overwegen en kiezen van een merk. Eigenlijk weten we al jaren dat deze een rol spelen, maar we wisten nooit zo goed hoe we dit kwantitatief moesten meten. De…
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