Positioning in a Post-Attention Economy
Attention is no longer scarce — it is fractured. A framework for owning a distinct mental territory when everyone is shouting.
A
Amara Osei
Head of Strategy
Jul 01, 20261 min read
The Shift
For decades, positioning theory assumed a consumer with limited but coherent attention. That consumer no longer exists.
Owning a Territory
Distinctiveness beats differentiation. The brands that win don't argue they are better — they occupy a category of one in the mind.
A Working Framework
Start with the frame of reference, name the enemy, and commit to a single ownable idea across every touchpoint.