What is an execution positioning?

An execution positioning is a basic concept for positioning and was developed by Floor and van Raaij. An execution positioning does not focus on the characteristics of the brand or the values of the target audience but rather on a specific campaign.

This basic concept does not start with your own product, service, or target audience but revolves around a campaign with which the brand wants to distinguish itself in the market. It is mainly applied in markets where individual brands, and their products or services, are not very distinctive.

A brand with a successful execution positioning can still differentiate itself from the competition in a homogeneous market and thereby gain a higher market share.

The downside of an execution positioning is, of course, that the success of the brand depends entirely on the success of the campaign. This makes execution positioning quite risky and often capital-intensive.

Execution positioning was developed by Floor and van Raaij and is explained by them in their book. Merkelijkheid usually finds the positioning basic concepts of Floor and Van Raaij too abstract and of less practical use when developing a new positioning. Therefore, be sure to read more about execution positioning and other types of positioning that you can use as a basic concept for your positioning.