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Sequential Brands Group Interview
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27 Questions and Answers by Helen Lee
Published March 27th, 2019 | Helen Lee is a freelance data analyst and writer with over 15 years of experience in marketing.
Job Interviews     Companies     Business     Marketing    

Question 1 of 27

Brand development is a continuous process. At Sequential Brands Group, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process.

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Answer Examples

1.

Brand development is a continuous process. At Sequential Brands Group, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process.

Brand development is ongoing as clients' industries and customer preferences change. Tracking brands allow Sequential Brands Group's clients to monitor customers' and the general public's perception of their brand. In doing so, it gives them the opportunity to make adjustments to the strategies they have in place.

Talk about how any experiences you may have had with the tracking process, whether from analytical or strategic perspectives. Include a specific example of what was learned from the brand tracking process and how it affected the strategic changes made.

Helen's Answer #1

"I have been fortunate to have had the opportunity to manage several brand tracking surveys. These experiences have allowed me to understand better the measures to track to ensure a clients' brand is healthy. With one particular client, we were able to measure the damage to its brand after a product recall took place. Through the data, I was able to define what aspects or topics needed to be addressed in a public relations campaign to mitigate further brand damage."

Helen's Answer #2

"In my past positions, I have taken a strategic role in working with brand tracking data. My experiences included opportunities to make strategic decisions based on learnings from brand tracking studies. Through one particular tracking study, we learned that customers did not perceive that my client had a strong bond to the community. Because of this finding, I initiated a campaign to highlight my client's work with non-profits in the area. I believe my ability to synthesize the data and translate it into actionable steps will help Sequential Brands Group better serve their clients. "

2.

What do you believe is the most significant upcoming trend in brand design?

Sequential Brands Group is often on the cutting edge of brand design and industry trends. Show the interviewer that you can keep up, but also that you have a genuine desire to be in-the-know. Perhaps you read specific blogs or books, maybe you have a favorite podcast, or are part of a design forum where you can learn from industry peers. Discuss how you research trends, and what you believe to be the best trend in design right now.

Helen's Answer #1

"I am very keen on researching trends in design, and am fascinated by how many themes come back around decades later. Right now, I believe the most significant upcoming trend in brand design are 1980's inspired logos and designs. What was once old, is new again! We will soon see more brands that offer bold colors, patterns, and maximalism."

Helen's Answer #2

"Shapes and designs have always been one of the most significant considerations in brand design. Through research and observation, I have concluded that the next significant trend in branding will be geometric shapes in a minimalist format. Consumers like modern yet sleek logos that easily work on a variety of platforms."

3.

Talk about your experience building or contributing to marketing strategies. What was your specific role and how do it fit into the bigger strategy?

Most Marketing team members contribute to the overall Marketing strategy in some capacity, at times without even realizing it. The hiring managers at Sequential Brands Group want to gain an understanding of your specific roles in Marketing departments and how your experience may add value to the strategic Marketing services offered to its clients.

However, it is also important that you have an understanding of how your work has fit into the bigger strategic landscape. Sequential Brands Group is looking for Marketing strategist who can get into the details, but also can refocus, when necessary, to look at the 'big picture.' Share brief details about your marketing role(s), but focus your response on how your work helped build or execute the overall Marketing strategy at your company.

Helen's Answer #1

"Much of my work in the Marketing area has been with Consumer Research as an Analyst and Project Manager. In these roles, I have measured the effectiveness of marketing strategies to strengthen brand loyalty and ultimately increase sales. The research and analyses I have executed have helped to revise and build marketing strategies to best meet the needs of the company at a given time. With my experience, I believe I will be able to help Sequential Brands Group's clients evaluate their current strategies and develop new ones to help them better compete in their respective industries."

Helen's Answer #2

"My background and work experience has been primarily in the area of Marketing Communications. With all my work experiences, I have been required to work with fellow team members from Marketing Research, Product Development and Sales. This has given me different perspectives on how the work of these groups contributes to the overall Marketing strategy of the company. My work specifically has required me to have a strong understanding of the industry and company goals. Without this understanding, I would not have been able to execute the marketing strategy from a communications perspective."

4.

When have you led a team in creating a new digital strategy campaign for your company or a client? What was the outcome?

The purpose of this question is to find out what your innovative potential is. It's also meant to uncover whether you have the necessary skills to drive change and influence various players involved in evolving digital strategy campaigns.

When you answer this question, it might be tempting to rehash overhaul processes you've learned from past situations, but this is not what you want to do. You'll want to talk about your ideas and actions that have driven change.

Helen's Answer #1

"I was once working on a large account where the client had been using the same strategies for a very long time. Their marketing team was all hard-to-convince, tenured employees who had success in the past. But as times were changing, they were losing traction. They didn't know what to do because it seemed their product remained the same, and as did their audience, but they were losing market share. They had been advertising on the same channels forever and somehow; they failed to notice their audience spending time on new platforms and adapting to new technologies. Rather than try to convince my clients with presentations, pie charts, and the traditional means, I gathered them together for interactive discussions. They all filled out forms about major purchases they'd made over the past five years, then shared them out loud. What we found from their stories was that in their personal lives, they had been receptive to new technology. For some reason, however, they believed their customers had not. Through this exercise, I connected them to the hard data I had to present and convinced them it was time to try new things."

Helen's Answer #2

"As a marketing coordinator with a startup, I had noticed that our digital strategy did not involve enough paid promotion. The company was operating on a very tight budget, and the business leaders would almost immediately shut down any ideas involving inorganic growth without any consideration. Rather than trying to argue this point, I took the initiative and became highly active on our company social media pages. As a result, we were receiving double the amount of leads through them after just one month. I shared this information with the sales team first, and they immediately became supportive of making enhancements in this area. With their backing and proof from my initial efforts, I was able to convince our leadership that a small investment in social media advertising had the potential to double the influx of leads, and I gained their buy-in on making it part of our strategy."

5.

Sequential Brands Group has worked with some of its clients on their content marketing strategy, which is an important aspect of brand development. What role do you think content marketing plays in developing brands?

It is vital that team members at Sequential Brands Group understand the purpose and importance of a well-defined content marketing strategy. Hiring managers at Sequential Brands Group want to know that you understand that effective content marketing builds more than awareness of a client's brand.

In your response, convey your understanding of the purpose of content marketing which is to build a positive reputation for a client's brand. In addition, stress the importance of making a connection with the target audience.

Helen's Answer #1

"I have witnessed firsthand the importance of having a solid content marketing strategy in place. Content marketing allows you to make a connection with your target audience through educational information. A company's ability to provide content valuable to readers boosts its reputation as an expert on that particular topic. The content should be related to the products and services the client offers. Also, clients should tie their offerings into the content without losing the authentic nature of the piece by taking a strong sales tone."

Helen's Answer #2

"Content marketing's purpose should be both to increase the visibility of a brand and to build up a client's reputation. Also, companies should look to create value for the audience by providing educational information. The value provided to the target customers creates a connection and builds up the company's reputation from their perspective. Content marketing takes brands a step further beyond awareness."

6.

What should an agency not do when working through the naming and slogan creation process?

You may answer generically by explaining common blunders that are made during the naming process. If you've been involved in any company brand-naming blunders, you can talk about them individually and include what you learned through your experience.

Don't be afraid to take ownership while describing a situation where you've been involved in a mistake as related to this example or any others. Being open to sharing a story that paints you in a less than perfect light and showing how you grew from the experience is often perceived as a positive.

Helen's Answer #1

"I can tell you what not to do from an experience I've had. I was working on one of my first branding projects that included naming the company, and I was very excited. So excited that I let my vision overtake the clients. Part of the reason for this was that I thought the client needed to update their approach, and I was sure that once they saw my ideas, they'd realize the error in being too conservative. What I hadn't realized was that they wanted to be conservative because their industry as a whole, was as well. My edgy ideas didn't go over very well. The client didn't 'get' the name my team, and I came up with, and neither did their customers. All of the design and the slogan had to be redone resulting in delays, and my client was not happy. What I learned from this was that I needed to do a better job understanding my clients and keeping them involved in all decisions. During branding projects, my job is not to change my client's mind, but to help them to become the best version of what they truly are."

Helen's Answer #2

"Some things that an agency should not do when creating a name, slogan, and other elements of a brand are fail to complete trademark and other research to ensure that they won't infringe upon any of those that are already being used by another company. Skipping this step can cause both an agency and their client a huge loss in time and resources. Next, a company should not give their brand a name that doesn't bear the meaning of the product or service they provide. It's much easier for consumers to select a company if the name implies the solution that will be delivered. For new brands, it could mean the difference in their ability to break into their market."

7.

If you could only pick one area of focus to build on and connect with a target audience, what would it be, and why?

This is a question where your answer will likely not be considered right or wrong, but it will give your interviewer insight on your thought process, how you connect with an audience and your decision-making abilities. Answer candidly and try to resonate with facts or data.

Don't be afraid to pause before answering, and don't answer indecisively. It's great to be able to think on your feet, but it's also alright to show that when making close calls, you're both thoughtful and confident.

Helen's Answer #1

"While I think that a brand's strategy is usually successful due to its various moving parts, I have seen that emphasizing values is an extremely important part of building a strong connection with the target customer. When surveying customers of a company whose value proposition was being the most reliable in their industry, I learned they chose this brand over others because they believed they could rely on them no matter the time of day or night. This made me understand that the value of reliability struck a huge chord with the audience, so I planned a successful ad campaign that showed its employees serving customers overnight, on weekends, and holidays. If I were only allowed to chose one area of focus to boost branding, the value would be it due to this experience."

Helen's Answer #2

"Studies show that the most impact made on an audience is at the emotional level. If your audience feels that you understand their hopes and dreams, they'll also believe that you're well suited to help achieve them. In fact, almost 48% of consumers say that they rely on companies they trust for guidance on products and services that will help them. So, if I could only focus on one area of building a brand's identity, I'd choose to build a connection with the audience by demonstrating our knowledge of their wants and needs and how we can help to attain them."

8.

When working with Sequential Brands Group's clients, it is useful to have some understanding or experience with Community Relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it.

Community Relations can play a major role in public relations campaigns, therefore Sequential Brands Group's hiring managers are looking for candidates who have experience building relationships with community organizations. Part of the challenge is identifying those organizations that are a good match with a client's brand and company values.

In your response, be sure to highlight at least one specific community organization you started a relationship with and mention any challenges you faced and overcame. Talk about why this particular organization was a good fit with your past company or client.

Helen's Answer #1

"My work experience in Public Relations has shown me how important it can be to develop strong relationships with community organizations. In particular, while working with an organic Consumer Packaged Goods client, I worked diligently to develop a relationship with a national non-profit promoting healthy eating habits. The most challenging aspect was selecting an organization that fit my client's mission and brand well. Once we worked out the details of the partnership, both parties benefitted, and the relationship promoted my client's brand in a positive light."

Helen's Answer #2

"Building a relationship with a non-profit or community organization is important as it shows a company cares about worthy causes and is active in the community in which it does business. Because my company is the largest employer in the town where the headquarters are located, I recommended working with a local non-profit aiding low-income families in the area. Once the organization was selected, I found it somewhat challenging to outline the details of our relationship. We wanted to make a profound impact in the community while ensuring the connection was relevant. With feedback from our employees, we were able to develop a relationship where our contributions were meaningful to our company and beneficial to the non-profit."

9.

Sequential Brands Group enhances their clients' brand identities by creating designs that will leave an impression in their audience's mind. Can you describe how you've have helped a client to connect with their audience using their visual identity?

Your interviewer may ask this question to find out what experience you have with helping to build on a brand's appearance in a way that will appeal to their buyer persona. You can answer by describing design conception and testing for various forms of content, such as logos, etc.

It's not necessary to discuss actual design steps or tools to answer, but you do want to consider understanding the customer's identity goals and their audience as part of the planning and execution process.

Helen's Answer #1

"I recently worked with a client that wanted to revive their brand's visual appeal. I developed a good feel for the brand through many conversations, interactions with the product, and even their audience. As an account manager, my job was to help translate that feeling into words. I liaised between the client and the graphic design team to create a logo, color scheme and overall concept for the website, social media accounts, and collateral. Everything had to be consistent - our goal was for the audience to recognize instantly, even subconsciously when they came into contact with the brand's materials. I helped the client to involve other departments of their organization and their audience through testing and polls. The engagement and backing of the many people associated with the brand made this facelift a success, and once final changes were rolled out, they were embraced by most."

Helen's Answer #2

"I am often tasked with coordinating visual branding projects in my current position. To make these projects successful, I ensure that all materials and communications related to the project are delivered to the right parties and stored properly for future reference. While handling the project's administrative tasks, I'm essentially a second set of eyes to the designers and project managers. I speak up if I see something missing or not quite right, I help with reporting on information that's needed, scheduling conferences, ensuring we meeting deadlines, and other details that may otherwise be overlooked."

10.

What types of marketing videos have you found to be effective in strategies you have worked on?

This question gives you an opportunity to share your knowledge of various video types used in marketing strategies. Sequential Brands Group is looking for those candidates who have experience using video strategies to achieve different marketing goals such as brand awareness, new product introduction, and conversion.

In your response, talk about a couple of different types of videos utilized in strategies you have worked on for your clients. Types may include Brand, Demo, Educational and Event videos. In addition, mention the purpose of the video and why it was effective.

Helen's Answer #1

"In my years of experience working with clients on their marketing strategies, Videos have become an integral component. I build Video strategies based on the company's current situation and the product or service that is being offered. For example, Demo videos are effective for companies that offer a product that requires some guidance to use. For a younger company, I have created Brand video strategies to build awareness around the company and the products or services it offers."

Helen's Answer #2

"Videos play an effective role in many marketing strategies. For one particular client, I created a Video strategy for a new product introduction. I chose to use a user testimonial video to attract potential customers. This was successful in creating trial among those viewing the video. For another client, I used a expert interview video to answer commonly asked questions about its product line. This video increased viewers confidence in the product and was able to generate more sales for my client."

11.

What advice would you give to a colleague who was stressed out?

Being able to handle stress is one skill but being able to talk your colleagues off the ledge, during their peak times of stress, is an entirely different skill. Discuss with the interviewer what you would say or do to help a coworker cope with stress.

Helen's Answer #1

"If I had a colleague who was stressed out I would recommend that they look at the factors that regularly stress them out, and create some boundaries surrounding those stressors. Perhaps a colleague keeps interrupting them, resulting in missed deadlines. These distractions need boundaries so I would start there."

Helen's Answer #2

"One of the attractive points of working for Sequential Brands Group is that you care about the growth of your employees. I'm motivated to learn and am looking for a long-term fit. In 3-5 years I'd like to be grounded in the clinic, learn about this site, your patient base and earn certifications that would help the unit advance. Personally, I'd like to get involved in some of the local volunteer organizations. I speak Spanish, and I have an interest in urban outreach so it would be nice to do something formal in that context...health-education or fundraising."

12.

Storytelling has become an important part of connecting with audiences of all kinds, and using it to market to potential customers is no exception. How can we use big data to employ this tactic in a way that resonates with their audience?

Here you can provide an answer that briefly explains what big data is and how it can be used to craft stories an audience will relate to. You can give specific examples of kinds of data that can be used, or that you've used in the past, as for storytelling in a campaign.

Don't focus more on explaining the storytelling process in your answer; your answer should primarily focus on how to use the data to contribute to the process.

Helen's Answer #1

"Big data is important in marketing campaigns because of the insight it provides into the behavior and other personal aspects of your audience. When using it for storytelling in your campaign, you want to know what your audience cares about and how your brand or product relates to an emotional level. Let's say that you are marketing an accounting service for small business. You have collected a huge amount of data to understand the challenges and needs of people that would benefit from your services. The data shows a pattern of small businesses frequently switching accounting software. Digging further into the data, you find that a major frustration they are experiencing is finding a robust yet budget-friendly solution. Instead of just telling this group how your service compares and the price, you can evoke their emotions by telling a story of someone who was just like them and how your service solved their problem. The data has now allowed you to connect to the human side of your prospect in a way that posting product specs and pricing alone will not."

Helen's Answer #2

"Having a system to use big data efficiently allows you to identify behavior, trends, and interactions within your audience. It lets you humanize and customize your advertising so that it's meaningful instead of disruptive to them. From big data, I've extracted information that tells me what kind of person buys a product, how much they spend on it, when they buy it, how long they use it for, and what makes them want to repurchase. Having this information I get a clear picture of who is interested in a product and why. Understanding much of their background and history, I know when they'll be receptive to learning about a new product and at the right time, I approach them with a story of someone who is like them, shared similar struggles, and how they were lessened or resolved by what I have to offer. This is a human-centric, problem-solving approach companies can use to achieve a lasting connection that can't be earned using the outdated approach of demanding consumers' attention and telling them what they need."

13.

At Sequential Brands Group, we believe in learning from other companies' Public Relations campaigns, both positive and negative aspects of them. Can you talk about a campaign you have seen that taught you a lesson applicable for future campaigns you may h

Sequential Brands Group believes in learning from successes and mistakes, both internal and external to the company. Hiring managers are looking for a candidate with the same mentality.

By sharing about a specific campaign that provided a learning opportunity, it lets hiring managers at Sequential Brands Group know that you are proactive about learning to build high-quality PR campaigns. It also shows your ability to identify aspects that could be improved in campaigns that were not quite successful.

Helen's Answer #1

"The Dove Real Beauty campaign was a successful campaign for the Unilever company as it addressed an alarming statistic - at that time, only 2% of women considered themselves to be beautiful. The campaign used 'real' women in the campaign as opposed to professional models. Unilever was successful as initiating the conversation about real beauty, and it increased sales during the campaign. I believe it was successful at identifying a theme that many women could relate to and a successful connection was made with its target group."

Helen's Answer #2

"A Pepsi Ad starring Kendall Jenner in the middle of a Black Lives Matter protest. The problem with this campaign was it minimized the seriousness of this movement as it portrayed a Pepsi being the solution to this deep racial issue. I learned from this campaign how important it is to get feedback from people of various races and backgrounds. If this qualitative research were done before the release, Pepsi likely would not have faced the backlash. Money and time spent on research are worthwhile to avoid potential damage to the company image and brand."

14.

The ability to write clearly and succinctly is key when building Public Relations campaigns for Sequential Brands Group's clients. How have you built and strengthened your written communication skills through your prior work experiences?

As expected, written communication skills are important when working on Public Relations campaigns. Sequential Brands Group's hiring managers are interested in candidates who have made efforts to strengthen their communication skills over the years.

Talk about different projects and situations where you had the opportunity to utilize and build your writing skills. Also, highlight any strengths you have with a particular writing style or possibly a Public Relations project you worked on where your writing skills played a critical role.

Helen's Answer #1

"In my prior positions, writing has been a key component of my job responsibilities. As an analyst, my writing skills were used to communicate to a variety of team members with varying backgrounds. When I moved on to Public Relations, I learned to write for an even broader general audience through a variety of press releases. As I exercised my writing skills, I found the challenge was to write an explanatory piece in a clear and concise manner. Through many different Public Relations projects, I can confidently say this is now a strength of mine and I look forward to possibly providing this skill to Sequential Brands Group's clients."

Helen's Answer #2

"Writing has always been a passion of mine throughout my education and career. Working at a few different companies, I have been able to hone my writing skills through a variety of projects. I have written creative pieces as part of the Marketing team and also have developed informational pieces while working on blog posts for the company website. These experiences have helped me develop the clear and descriptive writing skills necessary while working on Public Relations campaigns. I continually seek ways to improve my business writing skills through workshops and seminars and am an avid reader of business news journals, which gives me exposure to many different writing styles."

15.

What would you say are your biggest influences, or sources of inspiration when it comes to design?

Inspiration is everywhere, and Sequential Brands Group would like to know what sources of inspiration you draw from when working on a brand design project. Talk about what motivates you, and gets your creative juices flowing. Perhaps it's a particular kind of music, working outdoors, travel, or even going to an art gallery. Whatever your response, be sure to allow your passion for design to shine through.

Helen's Answer #1

"I find inspiration in everyday brands and how they contribute to people's lives. I am fascinated by happy and positive brands and what makes them tick. I often find myself dissecting the meaning behind a particular feeling or emotion that other brands emit."

Helen's Answer #2

"My best work comes when I don't focus so much on a perfect outcome, but rather allow myself to play around with different mediums in different environments. I like to paint in the park, for instance, or hang out at an art gallery, listening to how people interpret what they see. I also like to play around with technology, seeing what I can create in my design programs without the pressure of staying inside of a box."

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27 Sequential Brands Group Interview Questions
Win your next job by practicing from our question bank. We have thousands of questions and answers created by interview experts.

Interview Questions

  1. Brand development is a continuous process. At Sequential Brands Group, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process.
  2. What do you believe is the most significant upcoming trend in brand design?
  3. Talk about your experience building or contributing to marketing strategies. What was your specific role and how do it fit into the bigger strategy?
  4. When have you led a team in creating a new digital strategy campaign for your company or a client? What was the outcome?
  5. Sequential Brands Group has worked with some of its clients on their content marketing strategy, which is an important aspect of brand development. What role do you think content marketing plays in developing brands?
  6. What should an agency not do when working through the naming and slogan creation process?
  7. If you could only pick one area of focus to build on and connect with a target audience, what would it be, and why?
  8. When working with Sequential Brands Group's clients, it is useful to have some understanding or experience with Community Relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it.
  9. Sequential Brands Group enhances their clients' brand identities by creating designs that will leave an impression in their audience's mind. Can you describe how you've have helped a client to connect with their audience using their visual identity?
  10. What types of marketing videos have you found to be effective in strategies you have worked on?
  11. What advice would you give to a colleague who was stressed out?
  12. Storytelling has become an important part of connecting with audiences of all kinds, and using it to market to potential customers is no exception. How can we use big data to employ this tactic in a way that resonates with their audience?
  13. At Sequential Brands Group, we believe in learning from other companies' Public Relations campaigns, both positive and negative aspects of them. Can you talk about a campaign you have seen that taught you a lesson applicable for future campaigns you may h
  14. The ability to write clearly and succinctly is key when building Public Relations campaigns for Sequential Brands Group's clients. How have you built and strengthened your written communication skills through your prior work experiences?
  15. What would you say are your biggest influences, or sources of inspiration when it comes to design?
  16. In your opinion, what are the most significant factors to a successful brand design?
  17. Helping clients with their brand strategy is one of the first phases of Brand Development. How can your experience with brand strategies be of value when working with Sequential Brands Group's clients?
  18. Sequential Brands Group is looking for Public Relations experts who can communicate persuasively. Share with us a time you worked on a Public Relations campaign that successfully persuaded a client's customers or the general public to respond to the call
  19. How do you prevent burnout and remain highly motivated?
  20. Research is an integral part of the brand development process. What is your analytical experience as it relates to brands?
  21. Sequential Brands Group is looking for candidates who are able to handle crisis communications quickly and effectively. Do you have experience handling communications for a company during a crisis situation?
  22. How do you learn and grow when it comes to branding, design, and marketing?
  23. How do you react when you are dissatisfied with the quality of your work, or the outcome of your work?
  24. Why has video marketing become a valuable part of many clients' marketing strategies?
  25. What do you find to be the most difficult aspect when helping clients build their marketing strategies?
  26. Sequential Brands Group helps companies to build brand identities that accurately represent their core values while creating a lasting connection with their target audience. In your opinion, what is the best way to build a brand across digital platforms?
  27. There are cases where your brand strategy may slightly differ based on your target audience. Talk about a time when you were involved in development of a brand with multiple target audiences and how it affected the strategy.
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