In this video, I explain what are Category Entry Points as explained in Byron Sharp's book How Brands Grow. With an example from the beet brand Victoria Bitter.

Below are some more free resources to help you become a great strategist.

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⚡ STRATEGY MATE https://strategyfinishingschool.com/l...
100 CREATIVE IDEAS ON TINY BUDGETS https://strategyfinishingschool.com/l...
10 BEST STRATEGY PAGES https://strategyfinishingschool.com/s...

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ABOUT ME: I’m Julian Cole, a strategy trainer at the Strategy Finishing School.

I’ve helped over 3,000+ strategists gain confidence in their skills with classical training in strategy.

Previously;
Strategy Consultant (Uber, Disney, Facebook, Apple, and Snap)
Head of Comms Planning at BBH and BBDO New York
Won over 100+ creative and strategy awards.

WEBSITE: https://strategyfinishingschool.com/