Vast Counsel

October 2, 2025

Anthropic : When Humanity Becomes a Competitive Advantage

An illustrative sketch of a flower

When Claude responds with “I aim to be helpful, harmless, and honest,” it’s not just a phrase. It’s a carefully crafted statement of identity.In 2021, Anthropic entered a market dominated by OpenAI.Technological lag? No. Media lag? Absolutely.But instead of copying the leader’s strategy, they made a counterintuitive bet : humanizing AI when everyone else was technologizing it.Three years later, Claude has established itself as a serious alternative to ChatGPT for developers and creators. How did a latecomer startup build such a distinctive brand ?1. The Identity Bet : Orange, Not BlueThe Calculated Psychology of ColorsAnthropic enlisted the studio Geist to design its visual identity. The mission : create a brand that stands out from traditional tech codes while reflecting the company’s values.The result breaks with industry norms:- OpenAI: Black and white, sleek, corporate- Google (Gemini): Institutional blue, multicolored tech- Anthropic: Terracotta orange, warm beigeThe choice of orange is no accident. In color psychology, it evokes:- Human warmth (vs. the coldness of tech blue)- Creativity (vs. the rigidity of black)- Accessibility (vs. elitism)This palette permeates every touchpoint: website, Claude.ai interface, documentation. The consistency is total.Claude : A Name, Not an AcronymWhile OpenAI names its models GPT-4 (Generative Pre-trained Transformer) and Google launches Gemini Ultra, Anthropic chooses… Claude.A first name. Masculine. French.The difference is stark:- ChatGPT → You immediately know it’s a robot- Claude → It could be your uncle, your colleague, your friendThis humanization extends to the model names:- Haiku: Short Japanese poem, evoking nature- Sonnet: Structured, elegant English poem- Opus: Large-scale artistic masterpieceCompare that to:- GPT-4, GPT-4 Turbo, GPT-4 Turbo with Vision- Gemini 1.0 Ultra, Gemini 1.5 ProAnthropic positions the user as an artist, not an engineer.The subliminal message: “You create with Claude; you use GPT.”

2. The Ethical Challenger StrategyTurning a Late Start into an AdvantageArriving after OpenAI could seem like a disadvantage. Anthropic turned it into a strength by claiming an overlooked territory : responsible AI.While Sam Altman multiplied flashy announcements (GPT-4, DALL-E, Microsoft partnership), Anthropic analyzed the blind spots. They identified the main criticism of generative AI: lack of control and transparency.Their response : Constitutional AI.But this isn’t just marketing. Anthropic invested heavily:- Publishing open-source research on alignment- Developing a transparent methodology (the “constitutional principles” are public)- Refusing risky features (no image generation, strict content controls)The “safety-first” positioning is both marketing AND conviction.Conviction legitimizes the marketing.Silence as a SignatureCompare communication frequency:Sam Altman (OpenAI):- Tweets daily- Bombastic announcements (“AGI is near”)- Constant media presenceDario Amodei (Anthropic):- Sparse, measured communication- Scientific, cautious tone- Strategic interventions (long-form podcasts, technical articles)This restraint isn’t a lack of resources. It’s a strategy : the submarine strategy.While OpenAI generates noise, Anthropic develops quietly. Then, at the right moment, they surface with an innovation that captures the attention accumulated by the competition.Perfect example : the launch of Claude 3 (March 2024).

3. Moment of Truth: Claude 3 vs. GPT-4Two Launch PhilosophiesGPT-4 (March 14, 2023):- Subdued Twitter announcement from Sam Altman: “GPT-4 is here”- Technical blog post packed with benchmarks- Livestream demo (2M views)- Massive media coverage (New York Times, Wired, Bloomberg)Claude 3 (March 4, 2024):- Mysterious teasing with artistic visuals- No aggressive benchmarks, but emotional use cases- Multichannel campaign: social media + urban billboards in San Francisco- The twist: a “manifesto” video on AI serving human creativityThe strategic difference is clear:- OpenAI → “We’re the most performant” (battle of specs)- Anthropic → “We understand your needs” (battle of perception)The Marketing Coup of ArtifactsIn June 2024, Anthropic launched Artifacts: a feature allowing users to generate code, documents, or visualizations in a dedicated interface.It’s not technically revolutionary. But it’s brilliant in branding.Why ?

- Visibility: Artifacts are widely shared on Twitter and LinkedIn- Differentiation: ChatGPT had no equivalent at the time- Storytelling: Reinforces the “creation tool” positioningArtifacts became a brand signature. When someone shares an interactive dashboard created with Claude, it’s free brand content.

4. What Works (and What Doesn’t)Branding Successes :

1) Total Identity CoherenceFrom the interface to the tone of voice, everything reflects the same philosophy. Claude.ai looks like no competitor.

2) Building Trust with Developers- Exemplary documentation (pedagogical tone, clear examples)- Competitive and transparent API pricing- 200K token context window (vs. 128K for GPT-4 Turbo) → strong technical signal

3) Distinct Brand PersonalityClaude has a recognizable “character.” Its polite refusals, nuances, and tendency to over-explain have become memes… that paradoxically strengthen the brand.Challenges to Manage:

1) Limited VisibilityAnthropic remains less known to the general public than ChatGPT. This low mass-market awareness could limit growth, even if the company deliberately targets a specialized audience.

2) Partner DependencyAnthropic relies on:- Google Cloud (multiple investments totaling billions)- AWS (4 billion investment, distribution via Bedrock)Does this dependency dilute the brand? When a client uses Claude via AWS, do they associate it with Anthropic or Amazon?

3) The Risk of “Safety-Washing”The more Anthropic emphasizes safety, the higher the expectations. Every incident (hallucination, bias) is scrutinized.The brand promise creates vulnerability.

5. Strategic Lessons: Key Takeaways

  1. Differentiation Through Substance, Not SpectacleAnthropic proves you can win without being the loudest. Their strategy: invest in substance (research, documentation, product) rather than buzz.Applicable to any tech brand: If you arrive after the leaders, don’t copy their communication strategy. Find the territory they’ve neglected.
  2. Naming as PhilosophyHaiku, Sonnet, Opus aren’t just names. They tell a story:“AI can be poetic, artistic, human.”Every naming choice is an opportunity to reinforce your positioning. Anthropic gets it.Applicable to any product: Your nomenclature should serve your identity, not just differentiate versions.
  3. When Silence Becomes a SignatureIn a sector saturated with loud announcements, Anthropic’s restraint sets it apart. They only speak when they have something to say.This strategy works because it aligns with their “responsible” positioning. A “safety-first” player can’t have aggressive marketing without creating dissonance.Applicable to any brand: Your communication frequency must align with your brand promise.
  4. The Product Experience IS the BrandingArtifacts, Claude’s voice, the orange interface… Anthropic doesn’t separate “product” and “marketing.” The user experience is designed as an extension of the brand identity.The modern standard: In 2025, branding isn’t just logos and campaigns. It’s in every product interaction.

Conclusion : Branding in the Age of CommoditizationIn 2025, we’re at a turning point. Generative AI is becoming a commodity.GPT, Claude, and Gemini are converging in performance.In this context, branding becomes the lasting competitive advantage.Anthropic understood this early. While OpenAI built the best technology, Anthropic built the most distinctive brand.The question now: in 2027, when every company has its own AI, will Claude still be “the human AI”? Or will the branding need to be reinvented once again?

Vast Counsel

October 2, 2025

Anthropic : When Humanity Becomes a Competitive Advantage

An illustrative sketch of a flower

When Claude responds with “I aim to be helpful, harmless, and honest,” it’s not just a phrase. It’s a carefully crafted statement of identity.In 2021, Anthropic entered a market dominated by OpenAI.Technological lag? No. Media lag? Absolutely.But instead of copying the leader’s strategy, they made a counterintuitive bet : humanizing AI when everyone else was technologizing it.Three years later, Claude has established itself as a serious alternative to ChatGPT for developers and creators. How did a latecomer startup build such a distinctive brand ?1. The Identity Bet : Orange, Not BlueThe Calculated Psychology of ColorsAnthropic enlisted the studio Geist to design its visual identity. The mission : create a brand that stands out from traditional tech codes while reflecting the company’s values.The result breaks with industry norms:- OpenAI: Black and white, sleek, corporate- Google (Gemini): Institutional blue, multicolored tech- Anthropic: Terracotta orange, warm beigeThe choice of orange is no accident. In color psychology, it evokes:- Human warmth (vs. the coldness of tech blue)- Creativity (vs. the rigidity of black)- Accessibility (vs. elitism)This palette permeates every touchpoint: website, Claude.ai interface, documentation. The consistency is total.Claude : A Name, Not an AcronymWhile OpenAI names its models GPT-4 (Generative Pre-trained Transformer) and Google launches Gemini Ultra, Anthropic chooses… Claude.A first name. Masculine. French.The difference is stark:- ChatGPT → You immediately know it’s a robot- Claude → It could be your uncle, your colleague, your friendThis humanization extends to the model names:- Haiku: Short Japanese poem, evoking nature- Sonnet: Structured, elegant English poem- Opus: Large-scale artistic masterpieceCompare that to:- GPT-4, GPT-4 Turbo, GPT-4 Turbo with Vision- Gemini 1.0 Ultra, Gemini 1.5 ProAnthropic positions the user as an artist, not an engineer.The subliminal message: “You create with Claude; you use GPT.”

2. The Ethical Challenger StrategyTurning a Late Start into an AdvantageArriving after OpenAI could seem like a disadvantage. Anthropic turned it into a strength by claiming an overlooked territory : responsible AI.While Sam Altman multiplied flashy announcements (GPT-4, DALL-E, Microsoft partnership), Anthropic analyzed the blind spots. They identified the main criticism of generative AI: lack of control and transparency.Their response : Constitutional AI.But this isn’t just marketing. Anthropic invested heavily:- Publishing open-source research on alignment- Developing a transparent methodology (the “constitutional principles” are public)- Refusing risky features (no image generation, strict content controls)The “safety-first” positioning is both marketing AND conviction.Conviction legitimizes the marketing.Silence as a SignatureCompare communication frequency:Sam Altman (OpenAI):- Tweets daily- Bombastic announcements (“AGI is near”)- Constant media presenceDario Amodei (Anthropic):- Sparse, measured communication- Scientific, cautious tone- Strategic interventions (long-form podcasts, technical articles)This restraint isn’t a lack of resources. It’s a strategy : the submarine strategy.While OpenAI generates noise, Anthropic develops quietly. Then, at the right moment, they surface with an innovation that captures the attention accumulated by the competition.Perfect example : the launch of Claude 3 (March 2024).

3. Moment of Truth: Claude 3 vs. GPT-4Two Launch PhilosophiesGPT-4 (March 14, 2023):- Subdued Twitter announcement from Sam Altman: “GPT-4 is here”- Technical blog post packed with benchmarks- Livestream demo (2M views)- Massive media coverage (New York Times, Wired, Bloomberg)Claude 3 (March 4, 2024):- Mysterious teasing with artistic visuals- No aggressive benchmarks, but emotional use cases- Multichannel campaign: social media + urban billboards in San Francisco- The twist: a “manifesto” video on AI serving human creativityThe strategic difference is clear:- OpenAI → “We’re the most performant” (battle of specs)- Anthropic → “We understand your needs” (battle of perception)The Marketing Coup of ArtifactsIn June 2024, Anthropic launched Artifacts: a feature allowing users to generate code, documents, or visualizations in a dedicated interface.It’s not technically revolutionary. But it’s brilliant in branding.Why ?

- Visibility: Artifacts are widely shared on Twitter and LinkedIn- Differentiation: ChatGPT had no equivalent at the time- Storytelling: Reinforces the “creation tool” positioningArtifacts became a brand signature. When someone shares an interactive dashboard created with Claude, it’s free brand content.

4. What Works (and What Doesn’t)Branding Successes :

1) Total Identity CoherenceFrom the interface to the tone of voice, everything reflects the same philosophy. Claude.ai looks like no competitor.

2) Building Trust with Developers- Exemplary documentation (pedagogical tone, clear examples)- Competitive and transparent API pricing- 200K token context window (vs. 128K for GPT-4 Turbo) → strong technical signal

3) Distinct Brand PersonalityClaude has a recognizable “character.” Its polite refusals, nuances, and tendency to over-explain have become memes… that paradoxically strengthen the brand.Challenges to Manage:

1) Limited VisibilityAnthropic remains less known to the general public than ChatGPT. This low mass-market awareness could limit growth, even if the company deliberately targets a specialized audience.

2) Partner DependencyAnthropic relies on:- Google Cloud (multiple investments totaling billions)- AWS (4 billion investment, distribution via Bedrock)Does this dependency dilute the brand? When a client uses Claude via AWS, do they associate it with Anthropic or Amazon?

3) The Risk of “Safety-Washing”The more Anthropic emphasizes safety, the higher the expectations. Every incident (hallucination, bias) is scrutinized.The brand promise creates vulnerability.

5. Strategic Lessons: Key Takeaways

  1. Differentiation Through Substance, Not SpectacleAnthropic proves you can win without being the loudest. Their strategy: invest in substance (research, documentation, product) rather than buzz.Applicable to any tech brand: If you arrive after the leaders, don’t copy their communication strategy. Find the territory they’ve neglected.
  2. Naming as PhilosophyHaiku, Sonnet, Opus aren’t just names. They tell a story:“AI can be poetic, artistic, human.”Every naming choice is an opportunity to reinforce your positioning. Anthropic gets it.Applicable to any product: Your nomenclature should serve your identity, not just differentiate versions.
  3. When Silence Becomes a SignatureIn a sector saturated with loud announcements, Anthropic’s restraint sets it apart. They only speak when they have something to say.This strategy works because it aligns with their “responsible” positioning. A “safety-first” player can’t have aggressive marketing without creating dissonance.Applicable to any brand: Your communication frequency must align with your brand promise.
  4. The Product Experience IS the BrandingArtifacts, Claude’s voice, the orange interface… Anthropic doesn’t separate “product” and “marketing.” The user experience is designed as an extension of the brand identity.The modern standard: In 2025, branding isn’t just logos and campaigns. It’s in every product interaction.

Conclusion : Branding in the Age of CommoditizationIn 2025, we’re at a turning point. Generative AI is becoming a commodity.GPT, Claude, and Gemini are converging in performance.In this context, branding becomes the lasting competitive advantage.Anthropic understood this early. While OpenAI built the best technology, Anthropic built the most distinctive brand.The question now: in 2027, when every company has its own AI, will Claude still be “the human AI”? Or will the branding need to be reinvented once again?