A strong positioning statement answers: for whom, in what context, what is the unique value, and why should they believe you? Test it by checking if a competitor could say the same thing.
Strong answers cover: competitive landscape analysis, identifying whitespace, defining a positioning statement (target, category, benefit, reason to believe), testing positioning with the target audience, and ensuring consistent expression across all touchpoints. Best candidates discuss the difference between positioning and messaging, and how positioning guides all marketing decisions.
Tests strategic marketing depth. Candidates who confuse positioning with taglines lack foundational marketing knowledge. Look for someone who can articulate why positioning matters and how it informs tactical decisions.