The Hankins Hexagon framework is explained here.

Every category user starts with no current need to buy, because they have bought the category and what they bought still meets their needs. In fact, according to The Ehrenberg-Bass Institute, at any one time, 95% of category users are in this passive state. Their purchase journey only starts when they are triggered to buy again. This happens when you notice you are running dangerously low on cornflakes, your insurance is about to expire, or how much better your life would be if you had the latest smart phone. How people are influenced on their journey varies, depending on the paths they take and what they experience along the way. Some paths are more common than others, depending on the category. Here some examples of the paths people might take in different circumstances.

Given that people take different paths and encounter different content on their purchase journey, marketers need to make sure their brand is present, and comes across well, in all key touch points.