This is brilliant Tom! It will now give me the push I need to change some things around my offering and positioning. It seems that all brands that nail it have the same strategy in common: they tell a simple and clear story and present it in an unusual way!
Great breakdown; strong example of how bold positioning + cultural timing can outperform big ad budgets. Which of the 3 moves do you think works best for legacy brands?
Love the campaign. Although, credit where it's due. It's actually Mother (http://motherlondon.com/), that ran the Thinking campaign.
Details: https://creative.salon/articles/work/anthropic-claude-mother-keep-thinking
Perfect, thanks for the context!
So fucking good. Nice post!
Outstanding! And it's in my inbox as I start THINKING about the marketing strategy for a new client! My new client thanks you!
This is brilliant Tom! It will now give me the push I need to change some things around my offering and positioning. It seems that all brands that nail it have the same strategy in common: they tell a simple and clear story and present it in an unusual way!
LOVE this case study!!
I absolutely love this one... all your articles are knowledge bombs, but this one takes the cake for me.
Great breakdown; strong example of how bold positioning + cultural timing can outperform big ad budgets. Which of the 3 moves do you think works best for legacy brands?
Keep Thinking’ is such a power move; turning a hat into a tribe. Safe marketing blends in; bold beliefs build fandom.
Such a killer breakdown. Love the “anti-positioning” angle. And the thinking hat nailed that balance of identity and message!!