How top companies are unifying brand and reputation

""It's not so much that we're trying to differentiate ourselves. ... We are different," she told an audience of more than 400 people at Axios Communicators Live. "The public benefit mission is what grounds everything Anthropic does." "The transformative potential of AI is not short-form video and treating it as a glorified search engine. It's to advance human intelligence and what we're capable of as a species," she added."

""People like our products ... but they also want to be a part of something that actually means something at the end of the day," she said. "A corporate story is meant to drive a credibility message, and a brand story is meant to really drive connection. You can't have one without the other. They all need to live in harmony.""

"Whether it's a B2B company trying to win over end users, a fast-growing startup seeking credibility, or a global corporation managing a portfolio of brands, the lines separating what you say, how you show up and what people believe about you have never been thinner. Companies that fail to connect their brand and reputation strategies risk confusing consumers, losing trust and ceding ground to competitors."

The lines separating what companies say, how they show up and what people believe about them have never been thinner. Companies that fail to connect brand and reputation strategies risk confusing consumers, losing trust and ceding ground to competitors. Anthropic has ramped up communications to position itself with users, talent, regulators and investors. Anthropic grounds its brand story in company structure and founding philosophy, centering a public-benefit mission and framing AI’s transformative potential as advancing human intelligence. Estée Lauder combines product appeal with corporate mission, treating corporate stories as credibility and brand stories as drivers of connection. B2B firms benefit from a consumer-friendly tone and engaged user communities.

Read at Axios