Communication Channels
When we talk about market saturation, we are referring to a very crowded group of goods and services for a limited number of consumers. The fear is always that competition between so many makes it impossible for a smaller company with less money to compete with larger brands and huge marketing budgets. There is another way to look at this. A marketing trend or theme like Cali Sober, that works for one company, only signals that it is a viable path to communicate with consumers.
Remember what Jun Lee of Nabis said in the video: “Entrepreneurship is about seeing what waves are out there and deciding to surf those waves, as opposed to trying to create that wave yourself.”
Once a communication channel has been established, it only increases the possibility of reaching an audience. The more awareness building one large brand does, the more your company can utilize that that same message in a familiar way to create awareness of your product as an alternative. Keep in mind that using themes like Cali Sober, psychedelic, 420, Hip Hop, Sports, Holistic, or any other familiar theme is a great way to save time and money if you marketing budget is limited.
Source: https://blncdnaturals.com/world/lifestyle/navigating-the-cali-sober-lifestyle/