Whether interviewing Party A's enterprises or Party B's advertising planning enterprises, the position of brand manager needs to work for at least five years to form its own thinking framework and system. But nowadays, the manager position of many enterprises is more responsible for the overall planning and arrangement of biased implementation, because most of the work at the strategic level is formulated by higher-level CEO and COO. Therefore, the great role of brand manager is to connect the preceding with the following, so that the implementation process will not deviate from the strategic positioning of the brand.

so what should I say if I interview the brand manager? No matter the brand building of the enterprise itself or for the enterprise of Party A, we need to consider the following aspects:

1) Define the brand work objectives, make clear the brand positioning and what are the core demands

Before developing any creativity, we must first have a deep understanding of the communication information: what is the connotation, which is received by consumers, and

it is not necessarily the information you say.

2) User research to verify the work objectives

Help us creative people and copywriters understand the real changes in the external situation: judge how the changes in user needs (values and consumption patterns) will affect product sales and research and development, and the changes in competitor data and facts will affect the competitive situation in the market

3) Content production, Consistency of VI system and detailed design of each contact point

Everything customers feel about your brand output in brand communication activities is based on our brand positioning and value proposition. To maintain the strong position of the brand, we must establish a clear brand image and ensure consistency at any node that comes into contact with the brand.

4) launch verification

after the creative activity planning is completed, a wave of seed users who can represent market segments and people need to be selected for launch verification to see if the launch results are consistent with the expected guess.

5) data feedback

after the final launch of the activity, it is necessary to observe and feedback the spread data, spread range, reading volume and radiation number at key nodes and record some "key sounds" of each node.

6) Resume summary

After the activity is completed, it is necessary to summarize the resume according to the data feedback, summarize the highlights and shortcomings in the activity process, and evaluate whether the activity has achieved its work objectives.

When interviewing brand managers, no matter whether the previous work experience is impressive or not, you need to start from scratch when you come to a new environment and a new industry. Therefore, a logical and self-consistent workflow can let the interviewer see your ability to manage and control the brand work.