Developed by Byron Sharp and Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science, category entry points (CEPs) are the specific needs, occasions, and situations that drive a consumer’s purchase decision — and they’re the fundamental elements of how brands grow.

In this session, Planted’s CMO, Joanna Katharina Lazar, and quantilope’s CEO Peter Aschmoneit will discuss Planted’s strategic use of CEPs to build a winning global brand within the rapidly evolving plant-based protein market, and how they led to its recent recognition as a Top 5 Global GreenTech Company 2025 by Time Magazine and Statista.

Featuring Joanna’s data-driven approach to using CEPs across brand innovation, this deep dive is built for insights managers who want to turn consumer triggers into faster, smarter brand growth.

What You’ll Learn:

• Why mental availability and mental advantage matter, and how these metrics reveal the health and growth potential of your brand.
• See CEPs in action with real-world examples of how Planted transformed data-driven insights into compelling integrated marketing campaigns.
• How to master the strategic process of prioritizing CEPs to maximize impact, ensuring that marketing efforts are aligned with consumer needs and preferences.