Whether cars, chocolate or insurance: Brands get into people’s hearts in the long term when people and brands share common values and beliefs. So: What does the brand stand for – and what is important to me as a person? The interplay between head, context and heart is crucial. Taking into account the Category Entry Points of brand researcher Byron Sharp, psychologist and business expert Jörg Munkes explains what is important from a practical perspective – and how valuable target group insights can be gained based on needs.

• What are the fundamental principles of brand growth according to Byron Sharp’s theory, and how do they influence brand strategy?
• How can brands effectively identify and leverage Category Entry Points to expand their market presence and drive growth?
• What are the limits of Sharps theory – how does the integral GIM-approach bring it all to a higher and more resilient level?
• What are some practical methodologies and tools for tracking and measuring brand growth within the framework of Category Entry Points – and how do they contribute to strategic decision-making?
• How can the ideal that people and brands share common values and convictions be applied in practice?