The Saturation Problem Is Real (And Growing)

According to a 2024 Statista report, consumers see between 6,000 to 10,000 ads per day. That’s not a typo. The average attention span? Around 8.25 seconds—shorter than a goldfish’s.

Too many brands are still playing the “maybe it’ll stick” game, hoping vague messaging like “we care” or “trusted by many” will resonate. Spoiler: it won’t. Your buyers? They’re not listening unless your message hits like a bullseye.

Positioning Isn’t a Tagline—It’s a Decision

At Ember & Resolve, we look at positioning like building the foundation of a house. If it’s shaky, everything else—your campaigns, your sales funnel, your brand voice—starts to crumble.

True brand positioning answers three things with brutal clarity:

• Who is this for?
• What problem are we solving?
• Why should they choose us over everyone else?

And here’s where the shift happens:
The more precise your answers, the more magnetic your brand becomes. Broad strokes don’t spark action—specificity does.

“If you’re for everyone, you’re for no one.” That line may be cliché, but it’s gospel in modern marketing.

What the Market Leaders Know (That Others Don’t)

The brands that are winning—think Notion, Patagonia, Liquid Death—aren’t just creative. They’re deeply strategic.

• Notion doesn’t sell productivity. It sells workspace autonomy for the overwhelmed knowledge worker.
• Patagonia doesn’t sell jackets. It sells an identity rooted in environmental activism and anti-consumerism.
• Liquid Death isn’t just water. It’s a rebellion against plastic and blandness.

They’ve picked a lane. Owned it. And built everything else around it.

The Ember & Resolve Angle: Positioning with Teeth

When we work with clients on brand positioning, we don’t pull from a dusty branding textbook. We dig.

We ask:

• What specific frustration does your customer feel at 2am?
• What myth is your industry still clinging to that you’re here to break?
• What does your brand sound like when it stops trying to impress?

Because once you stop positioning to be liked—and start positioning to be remembered—you become magnetic.

TL;DR – The Strategic Takeaway

Great positioning isn’t about being louder—it’s about being clearer.
In a saturated market, brands that win are the ones that own a specific space in the customer’s mind with laser focus. If your message could apply to any business, it won’t stick. Clarity isn’t cute—it’s your competitive edge.