The situations, needs and cues that put a buyer into a category in the first place. A term from Jenni Romaniuk's work at the Ehrenberg-Bass Institute; brands grow by linking themselves to more of them.
When planning content, search and creative themes; when growth has stalled within one use case; when mapping non-branded search demand.
A coffee brand tied to 'first thing in the morning,' 'afternoon slump' and 'hosting guests'; an accountant owning 'just got an IRS letter' and 'starting a business.'
One of the most practical ways to turn brand strategy into content and search plans. Flagged when every asset targets the same single moment.
