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Interviewers ask this kind of question to surface how you think, not what you remember. The strongest answers are specific, calmly told, and end on what changed.

Brand positioning · Point Of Difference

The category leader in your client's market is in the middle of a public trust crisis. Walk me through how you'd position the challenger brand right now without looking like an opportunist.

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Never reference the crisis or the leader directly — ambulance-chasing reads as opportunism and invites journalists to turn the same scrutiny on us.…

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Concepts behind this questionDifferentiation maps: finding open space
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