very strong agree here.
have to admit I was a bit skeptical before walking into (or more accurately, my skepticism brewed as I stood in line for, and then walked into) the pop-up yesterday. how much brand equity can you really get out of free coffee, a hat, and a free copy of a book?
turns out quite a bit. the lady working at the cash register told me this was their “most successful pop-up ever,” that she’d spoken to engineers from both OpenAI and Gemini who’d come by to visit, and I saw two teenage boys saunter in, then leave crestfallen that the popup had run out of copies of “Machines of Loving Grace” for the day. she told them to come back tomorrow.
am still trying to reconcile the feeling of being there (a little cattle-like tbh) vs the feeling of posting about being there (more ruminative, WANTING to generate meaning and discourse about the experience). takeaway for me is that successful tech pop-ups should give totems and clues about how to retroactively contribute to the discourse (in Anthropic’s case, a cap and a book).
Smart move by Anthropic to carve out a brand identity as “the thinking man’s AI lab”
Positioning as a defender of human intellect is a unique differentiator and taps into the anti-slop zeitgeist
Unclear impact on sales, but it’s great for recruiting smart principled people, which is upstream of all else