Keep Thinking, Not Just Computing

How Claude’s values-first positioning turns AI anxiety into brand trust

Author

Javier García
September 22, 2025 • Estimated Reading Time: 6 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Anthropic – “Keep Thinking” Campaign for Claude

What they did:
Anthropic (maker of Claude) launched its first major brand campaign—“Keep Thinking”—aimed at broadening its appeal beyond just enterprise users. The campaign positions Claude as a responsible, thoughtful AI that helps people solve complex problems, not replace human thinking.

Key Marketing Lessons

  • Purpose + Product synergy: Instead of advertising purely on capability, Anthropic linked product to purpose—responsibility in AI. That makes the messaging more trustworthy, especially in a category where trust and ethics matter a lot.

  • Messaging that reassures in uncertain categories: AI is viewed with both excitement and concern. A campaign that acknowledges risk (implicitly) while offering value provides comfort. “Safe and thoughtful” as a framing helps reduce anxiety that can block adoption.

  • Moving beyond feature-push: Many tech/AI brands race to outdo each other with features, specs, speed. Anthropic instead leads with values and positioning. That helps brand building rather than short-term performance marketing.

  • Broader market expansion with credibility: When entering or pushing in newer customer segments (consumers, non-tech users), credibility becomes crucial. Tying messaging to human values (thinking, safety, responsibility) helps bridge that gap.

  • Consistency and execution matter: The campaign is global, multimarket, multimodal (video spots, digital, etc.). It’s not just one ad; it’s a coherent push. That magnifies impact and recognition.

Takeaway:
When a category (like AI) is crowded and trust is a gating factor, brands win by leading with values, being transparent about what they are not, and aligning messaging with both utility and ethics.

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Weekly Tip

Simplicity Scales

The simpler your message, the easier it is to spread. Complexity slows understanding and sharing.

• Strip ideas down to their core benefit
• Avoid layered jargon or multiple themes
• Test if someone outside your field gets it instantly

When your content is simple, your audience does the hard work for you—they pass it on.

Weekly Challenge

Question-of-the-Day

Post one question daily for a week to spark conversations:

• Keep questions short and easy to answer
• Tie each one to your niche so replies stay relevant
• Share or react to the best answers to keep engagement flowing
• At week’s end, review which type of question drove the most responses

Daily questions train your audience to interact more often and openly.

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.

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