{"id":318122,"date":"2025-11-25T13:24:50","date_gmt":"2025-11-25T13:24:50","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/real-estate\/when-your-marketing-stops-working\/"},"modified":"2025-11-25T13:24:50","modified_gmt":"2025-11-25T13:24:50","slug":"when-your-marketing-stops-working","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=318122","title":{"rendered":"When your marketing stops working"},"content":{"rendered":"


\n<\/p>\n

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When your marketing stops working, it could be a number of things. But being a story-oriented creative, when someone says this to me I immediately think about positioning.<\/p>\n

We wrote about Anthropic\u2019s first big brand campaign when it launched back in September in The Dose<\/a>. But this is such a good case study to examine that I haven\u2019t stopped thinking about it since.<\/p>\n

What Anthropic (and its creative agency, Mother) has done not only sets up their brand for years of marketing that all ties to one big idea, but also gives us a playbook for positioning<\/em> that we don\u2019t often see from tech companies (aside from the obvious master, Apple).<\/p>\n

Here\u2019s the jist:<\/p>\n

Anthropic launched a campaign under the tagline, \u201cKeep thinking.\u201d Here\u2019s the video<\/a>. And here\u2019s the rationale from Mother\u2019s website<\/a>:<\/p>\n

\u201cThe message speaks directly to the problem solvers\u2014those who can\u2019t walk past a challenge without engaging. The people up at 3am because they can\u2019t let go of an idea. The people who don\u2019t stop at good enough. \u2018Keep thinking\u2019 reinforces Claude as the model for those who want AI to amplify their thinking, rather than replace it.\u201d<\/em><\/p>\n

If your marketing is stalled and you can\u2019t seem to push a meaning about your brand out into the marketplace beyond your color palette or your product category, Anthropic\u2019s campaign offers some instructions to learn from.<\/p>\n

    \n
  1. More than a sales pitch. <\/strong>Not just a vapid tagline that doesn\u2019t mean anything. Or an empty promise we\u2019ve all heard before. \u201cKeep thinking\u201d positions Anthropic as an AI company that is for<\/em> amplifying human thought and capability, not replacing it \u2014 the existential worry on everyone\u2019s minds. This is strong positioning because it is culturally aware, bigger than the technology itself, and more about the customer than the company.<\/li>\n
  2. \u201cKeep thinking\u201d is a call to join a movement, not just to choose one platform over another.<\/strong> This rally cry taps into a belief system that says, we believe this technology has the capability to take humans further. We are for the progress of humanity and human thought. There is a good side to this thing that feels ominous and dark, and together we are it.<\/em><\/li>\n<\/ol>\n
      \n
    1. It bypasses benefits.<\/strong> Anthropic had already done the usual round of tech marketing with headlines like \u201cPowerful, fast, or safe. Pick three.\u201d \u201cThe AI with people skills.\u201d and \u201cMove your work up and to the Claude.\u201d Unsurprisingly, no one cared. They remained another AI company with little discernible difference.<\/li>\n
    2. \u201cKeep thinking,\u201d on the other hand, invites people into a shared belief system. <\/strong>To the point that thousands of those people would line up to get a hat<\/a> with this tagline on it, and then actually wear it. \u201cKeep thinking\u201d taps into a person\u2019s self-image, and invites them to be part of something larger than an LLM that can write good emails and perhaps one day replace them.<\/li>\n
    3. This is not safe by any means. Strong positioning is rarely safe.<\/strong> If your positioning is safe, then you are very likely positioned exactly as your competitors are and therefore impossible to tell apart. And what is the point of that? Why even bother with positioning? You could sail along and do and say the exact same things everyone else in your category is doing. But you\u2019ll always be lumped in with them, good or bad. Effective branding is never going to feel good at first because it means you are stepping out of the usual playbook and into the unknown.<\/li>\n
    4. \u201cKeep thinking\u201d is born from taking a point of view and identifying an enemy.<\/strong> In Anthropic\u2019s case, that enemy is mindless AI slop \u2014 shortcuts, machines replacing humans, assembly-line dystopias, and doing things quickly. It\u2019s clear Anthropic didn\u2019t set out to target everyone. They wanted to send a signal to pull forth those who share this point of view: That to think is to be human. And that this technology should support that truth, never supplant it.<\/li>\n<\/ol>\n

      If the point of positioning is to find a place in your market\u2019s mind that is distinctly yours, then every step of the way may actually feel antithetical to what you know about marketing. Your team is likely to put up a fight because it\u2019s so different. Your product people will protest over the lack of features and mentions of speed and performance. Your marketing people may feel uncomfortable saying anything negative (which can sometimes be necessary to identify an enemy and articulate a point of view in opposition).<\/p>\n

      Without these things, however, in most cases, you don\u2019t have a strong position. Maybe you\u2019re the top or the bottom or the biggest or the smallest in your market. But those positions don\u2019t mean anything to anyone outside your company.<\/p>\n

      Maybe by now you\u2019re thinking this\u2026<\/strong><\/p>\n

      What if my company doesn\u2019t have a \u201cKeep thinking\u201d?<\/em> Maybe there is no latent or active enemy. Maybe there\u2019s no big stakes or cultural seed to tap. You can still carve a position if you\u2019re willing to be bold. You could pick a human emotion and position around that. (Think: Coke\u2019s \u201cOpen happiness\u201d or McDonalds\u2019 \u201cI\u2019m lovin\u2019 it\u201d or LG\u2019s \u201cLife\u2019s good.\u201d)<\/p>\n

      Or you could just stick to tactics and channels, and push the same marketing through different mediums and see what happens. (Hey, sometimes this works too.)<\/p>\n

      But if your marketing\u2019s not working anymore\u2026 it\u2019s probably time for a new approach. Repositioning may be worth considering.<\/p>\n

      ***<\/p>\n

      Marketing stop working? Hire 1000WATT<\/a> to help with your brand positioning in 2026.\u00a0\u00a0<\/em><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

      When your marketing stops working, it could be a number of things. But being a story-oriented creative, when someone says this to me I immediately think about positioning. We wrote about Anthropic\u2019s first big brand campaign when it launched back in September in The Dose. 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