The Good Comms Edit - Issue #2 - 16.02.26
- Karen Anderson
- Feb 16
- 4 min read
A weekly edit of the stories shaping PR, marketing and modern storytelling
No press releases. No hype. Just thoughtful signal-spotting from the world of PR, marketing and storytelling.
What happens when trust becomes a strategic differentiator? When big players take opposing stands on how they communicate, not just what they sell?
When do audiences start judging brands on what they don’t do, as much as what they do?
This week we’re seeing that play out in unexpected places ... in the headlines around tech rivals, in how campaigns are framed for cultural moments, and in how context is now front and centre in advertising debates.
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1. Trust as a brand stance ... ads, attention and integrity
In a crowded era of AI monetisation, Anthropic has taken a bold position in its latest campaign. Claude, its generative AI assistant, will remain ad-free. That isn’t a small footnote ... it’s the central message of the campaign, pitched as a contrast to competitors who are introducing ads into AI experiences. The creative frames ad-supported AI as a slippery slope away from user trust, ending with a simple promise: if you ask Claude for help, you won’t see sponsored placements or hidden monetisation.
Why it matters: This isn’t just a product announcement, it’s a positioning decision that speaks directly to user psychology. Advertising has long been a default revenue model, but here it becomes a differentiator precisely because Claude is not doing it. That signals a shift ... trust itself is now a strategic attribute in brand communication.
Practical takeaway: When competition is fierce, consider what you won’t do as a way of defining who you are. A clear boundary, especially one tied to user experience, can be more memorable than a set of features.
2. Cultural fluency over festive noise. Lunar New Year campaigns that feel rooted, not superficial
Example: Coca-Cola’s Lunar New Year regional design and localisation work.
This year’s Lunar New Year campaign from Coca-Cola takes a regional and nuanced approach rather than leaning on generic festive clichés. A central visual identity ties multiple markets together, while local teams infuse culturally specific motifs and creative details from embroidery traditions in Vietnam to peach blossom references and local music activations across Singapore and Malaysia, creating a campaign that feels collectively celebratory and locally relevant.
Why it matters: Festive seasons like Lunar New Year come with high visibility but the most effective campaigns aren’t just loud or busy. They show cultural fluency and respect for both shared meaning and local nuance. Context becomes the value that holds strategy together.
Practical takeaway: When planning seasonal campaigns, ask:
What’s the lived experience we’re stepping into?
How can we honour tradition while adding genuine relevance?
A one-size-fits-all festive visual won’t land as well as a culturally informed narrative.
3. Playful simplicity bringing product personality to life
Example: Richmond’s Veggie Tasty campaign by Joint
Pilgrim’s Europe recently launched its Richmond Veggie Tasty campaign with a playful mix of out-of-home and social creatives that animate the vegetables themselves, turning simple ingredients into personality-driven OOH and TikTok content. Rather than over-selling plant-based credentials, the work uses charm, honesty and light humour to make the product feel friendly and familiar.
Why it matters: Not every category needs serious positioning. Playful, simple executions can cut through because they surprise people and because they don’t overcomplicate the basic value of the product. The tone feels approachable, not engineered.
Practical takeaway: Next time you brief creative or campaign copy, challenge yourself with a simple test ...
Can this idea be described in one sentence that would make a stranger smile? If the answer is no, strip back until it can.
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The Pattern This Week
Across these three stories, there’s a common current: communication that shows confidence through choice, context and tone.
Trust isn’t claimed, it’s signalised.
Culture isn’t referenced, it’s understood.
Personality isn’t performed, it’s invited.
Good comms isn’t loud by default, it’s precise by design.
At Everything & Nothing, this is the kind of work we’re paying attention to not because it’s flashy, but because it tells us where thoughtful communication really matters.
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About Everything & Nothing
Everything & Nothing is a PR, marketing and communications studio working with organisations, artists and brands who care deeply about how they show up in the world.
We help people find the signal in the noise shaping clear, credible stories that build trust over time. Our work sits at the intersection of strategy and storytelling, combining sharp thinking with calm execution, and a belief that good communication should feel human, considered and purposeful.
We’re interested in work that lasts, not just what lands loudly, but what lands well.
Enjoyed this edit? The Good Comms Edit is published every Monday ... a gentle, thoughtful briefing from the world of PR, marketing and modern storytelling.
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Written by Karen Anderson - Co-Founder of Everything & Nothing
