Meta's Andromeda rollout changed the rules. Brands that adapted early saw 17% more conversions at 16% lower costs. Those that didn't watched CPMs spike while ROAS collapsed. The requirement: feed the algorithm creative diversity at scale, or get left behind.

We wrote about the creative production reckoning Andromeda triggered — the shift from five polished concepts per month to 50+ distinct variants, the collapse of traditional production models, and why AI and automation became non-optional. That piece covered the how: the workflows, the volume requirements, the role shifts.

Most teams are still skipping the upstream question: What should we be making more of?

Without a clear answer, you're not solving the Andromeda challenge. You're becoming louder while staying just as easy to miss.

The Scramble vs. The Filter

Andromeda's creative diversity requirement is real. The algorithm finds audiences based on creative signals — different concepts unlock different segments. To compete, you need dozens of entirely different value propositions, hooks, and angles across image and video. One killer concept run into the ground doesn't work anymore.

So teams scramble. Leadership asks, "How do we make 50 ads a month?" Production gets reimagined. AI tools get bolted on. Workflows get rebuilt.

All necessary. But the question reveals the problem: they're solving volume without solving direction.

When you can't answer "What should we make more of?"—when every campaign brief becomes a debate, when creative reviews spiral into opinion battles, when you ship 50 variants that all feel random—you haven't solved Andromeda. You've made the noise problem exponential.

The brands winning right now didn't just solve production. They solved the filter question first.

Positioning Is Your Decision Accelerator

Clear brand positioning works as a creative filter. It answers the "what to make" question before the brief gets written.

When positioning is clear, everyone knows:

• What you do (the problem you solve and how)

• Who you're for (the audience segments that matter and why)

• Why anyone should care (the differentiation that makes you worth remembering)

That clarity accelerates every decision. Campaign briefs write faster. Creative reviews land quicker. Variants feel distinct but coherent because they're all pointing at the same strategic truth.

Andromeda wants meaningful creative diversity, not random volume. The algorithm rewards concepts that feel different but signal the same brand. Without positioning, you can't produce that. Every new concept becomes a negotiation because there's no shared frame for what "on brand" even means.

With positioning locked, the 50 variants aren't a creative problem—they're a production problem. And production problems have solutions.

What Breaks Without It

We've seen this pattern across client work and in observable brand behavior. Two companies enter the Andromeda era with comparable budgets and production capacity. One has sharp positioning; the other doesn't.

Brand A (clear positioning): Their creative scales fast. Every variant reinforces what they stand for. You recognize their ads instantly—different hooks, same strategic throughline. Creative reviews take 20 minutes because everyone's aligned. Performance compounds because the algorithm gets consistent signals about who they are and who they're for.

Brand B (vague positioning): They produce the same volume. But every asset feels like a different company. Creative reviews turn into strategy debates. The algorithm gets mixed signals and can't find coherent audience segments. They hit the creative diversity target but performance stays flat. Leadership starts asking, "Why aren't we seeing what Brand A is seeing?"

The answer: Brand A knew what to make more of. Brand B just made more.

The gap shows up in three places:

Speed: Without positioning, every brief starts from scratch. With it, briefs write themselves.

Coherence: Random volume feels random. Strategic volume feels like a system.

Performance: The algorithm rewards brands that give it clear, consistent creative signals. Noise at scale is still noise.

Look at the brands rolling out dozens of Andromeda-ready variants that still feel instantly recognizable. They did the positioning work first. Their creative diversity emerges from strategic clarity, not creative chaos.

What's Different Now

"Do positioning first" used to mean six months and six figures. Strategy decks that gathered dust. By the time you finished, the market moved.

That timeline collapsed. The same AI tools that changed creative production also changed what's possible in positioning work. Message testing that took quarters now runs in weeks. Audience signal analysis that required consultant armies now happens in days. Validation loops that killed momentum now accelerate it.

A positioning sprint answers three questions with market evidence:

1. What problem do we solve, and how is our approach different?

2. Who cares about that difference, and why?

3. What proof do we have that this resonates?

Answer those with real signal—not opinions, not internal debates, but market testing—and you have the filter. Everything downstream moves faster.

Moves to Make

If you're scaling creative production for Andromeda without positioning clarity, here's what to fix:

Run the diagnostic
Can your team explain what makes your brand worth choosing in one sentence? Do creative briefs start with strategy or with tactics? When creative reviews turn into debates, what's missing? If the answers feel fuzzy, positioning is the blocker.

Test before you scale
Don't lock positioning in a room. Test messages and value propositions in live campaigns with small budgets. See what actually lands with real audiences, not what sounds good in a deck. Let market signal guide the filter.

Build the filter into workflow
Once positioning is clear, encode it. Every campaign brief should ladder up to it. Every creative review should reference it. Make positioning the shared language that speeds decisions instead of slowing them.

The brands that will dominate in the Andromeda era aren't just solving creative production. They're solving the strategic layer first—what to make, who it's for, and why it matters. Then production becomes execution, not exploration.

The question isn't whether to do positioning work. It's whether you do it before or after you waste months producing creative that the algorithm can't make sense of.

Start upstream. Get the filter right. Then let Andromeda do what it's built for.

If positioning clarity is the blocker, run the diagnostic first. Moving Parade's Positioning, UVP & Message Testing Sprint validates what resonates with real audiences in live campaigns—so your creative scales from strategy, not guesswork.