Brand positioning must focus strictly on the technical execution of a product or service rather than any recreational or emotional experiences it offers.

### Why this is right The proposal emphasizes adventures and holiday experiences, as well as opportunities to grow vegetables and work with nature. Calling the service only professional farming leaves out this leisure and experiential positioning. ### The concept A brand can frame an activity through the experience it offers, not just through the technical task involved. ADD FARM's proposal describes farming as a way to feel excitement, peace, and serenity, and as an activity that may interest families and younger people. That is different from describing it solely as professional agricultural work. The text does not say that professional farming is excluded from the wider subject of agriculture; it says the brand experience is intended to reach beyond that narrow framing. ### Terms - **Leisure experience**: An activity undertaken partly for enjoyment or recreation. - **Positioning**: The intended way a brand is perceived by its audience. ### Remember Look for both the activity being offered and the experience the proposal promises around it.