Keep Thinking: How Anthropic Is Marketing Trust

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

Sponsored Section

Employ Anywhere (without risk or hassle)

Hiring internationally doesn’t need to be complicated—or expensive. As an Employer of Record, RemoFirst lets you legally employ talent in 185+ countries, managing all international HR and payroll aspects from one platform, starting at $199/month.

Skip the legal entity setup, surprise fees, and compliance risks. Our transparent pricing and local expertise make it simple to scale globally.

Whether you're hiring your first engineer in Brazil or your 30th contractor in India, we’ve got you covered.

Start hiring globally

Best Ad of the Week

Anthropic – “Keep Thinking” Brand Campaign

What it is: Anthropic, the AI research company behind Claude, has launched its first major brand campaign with the slogan “Keep thinking.” The goal is to position Claude as a responsible, thoughtful AI—one that augments human thinking rather than replacing it.

Why it stands out:

• It clearly differentiates Claude from competitors (especially ones more aggressively marketed as automation tools).

• It leans into values: safety, responsibility, critical thinking. That signals trust.

• It uses storytelling rather than just product features. It isn’t “our AI is faster,” but “we believe in the human role” as part of the AI conversation.

Key Marketing Lessons

• Differentiate by values, not just specs. In crowded categories (e.g. AI assistants), distinguishing yourself through ethics and philosophy can build loyalty, not just curiosity.

• Trust is a competitive advantage. When people are worried about AI misuse or safety, a brand that foregrounds responsible design earns not just attention but credibility.

• Messaging should reflect broader concerns. The “Keep thinking” campaign taps into societal concerns over AI replacing human intelligence rather than enhancing it. It feels relevant and timely.

• Don’t shy from nuance. Rather than over-claiming or simplifying, this campaign embraces complexity (potential, risk, human cognitive roles). That nuanced framing helps avoid backlash or misinterpretation.

• Brand positioning isn’t just what you say—it’s what you suggest. By choosing “Keep thinking,” Anthropic implicitly suggests skepticism, careful judgment, and collaboration between AI and human. That positioning primes the audience to see Claude as different in a meaningful way.

Latest Trends and News

1. Big Agencies Tone Down Climate Messaging
Major ad firms like WPP, IPG, Publicis, Dentsu, and Havas are softening their climate change rhetoric. As AI disruption grows, some are maintaining or renewing work with fossil fuel clients. Internal sustainability teams are shrinking or losing voice, while scrutiny from regulators over greenwashing is also increasing.

2. Brands Create Mini-“Shows” for Gen Z
Brands are producing short comedic series or mockumentaries on platforms like TikTok to build engagement without overtly pushing sales. Examples include Bilt’s “Roomies,” Alexis Bittar’s “The Bittarverse,” and others that focus on storytelling and relatability over traditional influencer or ad campaigns.

3. Anthropic’s “Keep Thinking” Campaign Launches
AI lab Anthropic is running its first brand campaign for Claude, titled “Keep Thinking.” Aimed at the consumer space (not just enterprise), it positions Claude as a thoughtful, safe AI that supports human reasoning. Debuts with a 90-second film across global markets.

4. Amazon Automates Ad Creation for SMBs
Amazon has added a creative assistant into its Ad Console—automating parts of the ad development process like generating scripts, images, videos, and voiceovers. Target: small and medium-sized brands. It’s part of Amazon’s push to grow its ad revenue and streamline advertisers’ workflows.

5. Epsilon Leverages AI for Micro-Moments
Epsilon is using AI to target users during “micro-moments” — those brief times when people are highly receptive. Their work involves using data + machine learning to better personalize messaging across touchpoints (email, mobile, web, in-store). The shift is toward relevance and timing rather than just reach.

Sponsored Section

Marketing ideas for marketers who hate boring

The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.

Sign Up Free

Weekly Tip

Visual Hierarchy Matters

Design isn’t just about looking good—it’s about guiding attention. A clear hierarchy makes your content easier to navigate.

• Use larger fonts for headlines and smaller for details
• Apply colour or weight to highlight key points
• Keep the most important element at the top or centre

When readers know where to look first, your message lands faster and sticks longer.

Weekly Challenge

Engagement DM Challenge

This week, strengthen relationships through direct outreach:

• Each day, reply to 3 follower Stories with a genuine comment or reaction
• Send 2 short DMs thanking people for engaging with your posts
• Keep messages personal and conversational—no copy-paste templates
• Track how many new conversations or profile visits this creates

Personal connections often lead to higher loyalty and word-of-mouth growth.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.