How To Approach: Associate

1. Demonstrate your understanding of crisis management as a Brand Manager.
2. Recall a specific incident where you had to handle a crisis.
3. Explain the strategies and tactics used to handle the situation.
4. Describe the end-results and learnings from the incident.

Sample Response: Associate

As an Associate Brand Manager at Zephyr Foods, I had to manage a crisis when one of our newly launched energy drinks was rumored to cause health issues. I leveraged my knowledge of crisis management and quickly assembled a crisis management team, which began with a swift and thorough internal investigation.

We concluded that the rumors were based on a misunderstanding related to the drink's ingredient list. To combat misinformation, we focused on clear communication and educational messaging. We began an information campaign, explaining each ingredient's safety and purpose, using our social media platforms and press releases.

In tandem, we invited fitness professionals and nutrition experts for open panel discussions, which were livestreamed for consumers to tune in and ask questions. We noticed a decline in negative sentiment around the product after these efforts. Monitoring sales, we thankfully didn't register a massive impact and learned the importance of proactive communication, particularly in making our product ingredients transparent and easily understandable for consumers from the start.