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Keep Thinking, Not Just Computing
How Claude’s values-first positioning turns AI anxiety into brand trust
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.
Latest Trends and News
🎯 H&M Leans into Culture & Premium Perception
H&M has kicked off London Fashion Week with an event called H&M&180: The London Issue — combining runway shows, panel talks, live music, and DJ performances. The move signals a strategy shift: elevate brand image via cultural moments to stand out in a crowded market.
🌍 Ad Industry Steps Back from Climate in Public Messaging
Major advertising firms are scaling back their climate-commitments as economic pressures rise. The “Big Six” (WPP, Publicis, Omnicom, etc.) are keeping relationships with fossil fuel clients and toning down public sustainability language.
🔥 Affiliate + Video = Rising Power Combo
Affiliate marketing is evolving fast. Video-first channels, live shopping, and social commerce (e.g. Instagram Shopping, TikTok Shop) are gaining traction. Performance models (like cost per sale) are becoming more relevant than just clicks.
🧠 What Marketers Should Be Focusing On: Quality, Data & Community
Generative Engine Optimization (GEO) is becoming essential: content needs to be detailed, expert-driven, and structured so AI/search tools can use it.
First-party and zero-party data are more valuable than ever amid privacy regulation tightening. Building owned communities is becoming a priority.
Creative fatigue detection is emerging in research: being able to spot when creatives lose effectiveness (ad fatigue) is becoming a feature in performance tools.
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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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