New York, April 13, 2026 — A recent research report released by Forrester reveals a striking statistic: 94% of buyers will ignore brands that fail to "soar" in the competitive market, meaning brands lacking clear positioning, differentiation and effective communication are gradually being squeezed out of consumers’ consideration sets. As AI reshapes the way buyers discover and evaluate products, this data has sounded the alarm for numerous brands struggling to stand out.
The report points out that the "visibility vacuum" is the core reason why many brands are ignored. In the AI era, buyers often complete the first round of information filtering through AI answer engines before visiting brand websites, and only a handful of brands can enter their shortlist. This means that brands that fail to establish a clear presence in the early stage of buyers’ research will be eliminated early, even if they have high-quality products.
Industry analysts believe that the key to "soaring" lies in three core elements: clear positioning, differentiated value and effective interaction. Many brands fall into the trap of vague positioning—trying to cater to all consumer groups and putting forward empty value propositions, which makes it impossible for buyers to form a clear memory of them. For example, some traditional catering brands, which blindly follow the trend of "net red" products without focusing on their own advantages, are quickly replaced by more focused competitors.
In contrast, brands that successfully "soar" all adhere to clear positioning and create irreplaceable value. Jiao’ai, a boiled fish brand emerging from Northeast China, has broken the industry prejudice that "single-product catering cannot grow large" by focusing on high-quality boiled fish and differentiated positioning, and has grown into a national chain brand with more than 180 stores and 2.5 million members. Haier and JD.com have also won consumer trust through "listening-oriented marketing", turning user suggestions into practical actions and narrowing the distance with consumers.
Another major reason why brands are ignored is the inefficient communication strategy. Many brands blindly invest in traffic but lack consistent visual and verbal communication, making it difficult to form a deep impression on buyers. In contrast, brands like Xiaomi and蜜雪冰城 have formed strong brand recognition with distinctive visual symbols and catchy slogans, making it easy for buyers to remember them in the information flood.
Experts remind that in the current market environment, "not soaring" is equivalent to "being eliminated". Brands need to abandon the idea of "trying to satisfy everyone", focus on a specific market segment, dig out their own unique value, and establish effective interaction with consumers through diversified channels. Only in this way can they break through the "visibility vacuum" and avoid being ignored by 94% of buyers.
For brands still struggling to be noticed, the key is to reflect on: Do you have a clear positioning that distinguishes you from competitors? Is your core value truly recognized by consumers? Are your communication strategies effective enough to reach the target audience? Answering these questions is the first step for brands to get out of the dilemma of being ignored.