Often, we see brands with such a high association with a Category Entry Point (CEPs) that the brand owner can afford to divert some of that investment and get after some of the other CEPs without a 'decay' occurring.
It is a balancing act, and one brand team needs to regularly read the market to ensure that the right investment is directed to a wider and fresher network of associations. This will show you where to focus and how to win with your brand strategy.
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