, Jenni Romaniuk and Byron Sharp double down on the laws of evidence-based marketing. Here are the 3 biggest shifts every marketer needs to make: Prioritize Acquisition, Not Just Loyalty
The likelihood of your brand being thought of in a buying situation (cued retrieval). You build this by creating strong Category Entry Points (CEPs) —the specific "why, when, and where" triggers that make a customer think of you.
: The brand's propensity to be thought of in buying situations. This is built through Category Entry Points (CEPs) —the "why, when, and where" triggers for a purchase.