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Guys , whoever is interviewing and planning to join , do ask project availablity on priority basis before you take decision. On Java front looks like there is some project issue due to recent slowdown in market. My offer was not revised even after agreement with recruiter because of this.
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Sounds like they’re asking you to showcase a past example of a brand repositioning effort you’ve led. Pretty standard stuff at a branding agency.
If you don’t have one or know what that looks like, you may want to ask if this role is really the right fit for you. Not trying to be mean, just honest.
To me, looking through a “brand lens” includes assessing…
+ Current brand health (awareness, imagery, consumer opinion of them)
+ Current brand positioning & ID
+ Current brand comms & persona
+ Comparing all that to competitors and having a POV on white space
+ Looking at cultural trends to see if the brand is being timely and relevant
+ considering consumer wants/needs to see if the brand is delivering or not
Then have a POV on what needs to shift in order to be more visionary, insightful and culturally relevant as a brand while being distinctive from competitors.
@I1, that's not quite it. @OP is a consultant, so this is type of work is slightly new for him/her. That doesn't mean he or she can't do it. They just don't have specifically this kind of agency oriented experience before.
@OP, I'll try to take a consulting mindset to break it down for you. Use what @I1 has said to structure your brand framework / analysis.
In other words, what MECE-ish elements of brand might you consider when doing the case study? Typically there's a mix of internal (eg what we say, our messaging/comms and brand voice/identity, partnerships, our target demographic and customer segments) and external (rough benchmark to our industry and top competitors, the customers engagement we get, channels we use, key consumer/cultural trends)
You might also want to think about fundamental structure to the brand (akin to org model in some sense) --is this a branded house? A house of brands? That would shape your recommendations, competitive brand audit, etc.
Of course… anyone is capable of doing anything if they put their mind to it. Didn’t say they couldn’t. It’s just a question of comfort level and fit … if they don’t know how to that but it will be their primary role moving forward at this role, might be a good thing to think through.
Good add re: brand portfolio approach.