Brand Strategy Lead, Brand Architecture & Naming

The shape of it

In the posting’s own words

As a Brand Strategy Lead at Anthropic, you will own brand architecture and naming strategy across the Anthropic and Claude brands. Claude is becoming part of how people work, build, and discover, and how we organize and name what we make shapes how a broad, global audience of enterprise buyers, developers, researchers, policymakers, and the general public understands it and whether they trust it. This is a foundational role: you'll solidify this function at Anthropic, making the routine calls yourself and bringing the biggest decisions to senior leaders with a clear recommendation.

What it asks for · 10

• Have deep expertise in brand architecture, including deciding where new products and programs sit in a complex and growing portfolio
• Have built or rebuilt the brand architecture of a multi-brand portfolio, including how a company brand and its product brands work together
• Can weigh branded house, endorsed, and house of brands models, and make a clear recommendation
• Are genuinely passionate about brand architecture and naming as a craft, and appreciate how it builds stronger, more coherent brands and audience understanding
• Know the range of naming strategies, from descriptive to coined, and have personally generated and shipped names across products, features, events, and programs
• Have created systems and processes that codify brand architecture or names, such as nomenclature frameworks, conventions, databases, and governance, that teams at a company or client adopted
• Have worked with trademark counsel and can plan around clearance risk
• Write clear docs that get decisions made, and have scoped and led cross-company work with minimal direction
• Can teach senior leaders why brand strategies and systems should matter to them, defend a system with conviction, and know when an exception is worth making
• Are excited about Anthropic's mission to develop AI that is safe and beneficial

Also a plus

• Led brand architecture or naming in-house, at a specialty branding agency, or at a consultancy
• Restructured a brand portfolio through rapid growth or major change
• Experience with AI products, models, or programs, or with technology companies more broadly
• Led naming across global markets, including linguistic and cultural checks
• Worked across both consumer and enterprise brands
• Designed qualitative or quantitative brand architecture or naming research, or managed naming, verbal identity, or research partners
• A background in linguistics, copywriting, or verbal identity, and experience using AI tools in creative work
• The ability to learn new, often technical, domains well enough to position, name, and brand them

What the job covers

• Own all brand architecture strategy across Anthropic and Claude, including how brands, products, models, features, plans, and programs relate to one another
• Lead decisions on where new products, models, features, and programs sit in the portfolio, including when an offering extends an existing brand and when it needs its own, and when something earns a name versus a plain description
• Own the company's global naming strategy and all naming work from brief to launch, across products, features, events, and programs
• Develop names yourself, in volume, from descriptive to coined, and help teams and leaders pressure test them, running research when a decision needs it
• Build coherent brand architecture, naming, and terminology systems, including conventions, usage rules, and a source of truth, along with tools and training so teams can make routine calls on their own
• Manage intake and review, and get teams to come to us early, while there's still space to think, connect dots, and simplify
• Present brand architecture and naming decision docs to senior leaders, and advise them on the hard calls
• Track the portfolio over time, auditing and simplifying where it has grown complex
• Partner with IP Legal to evaluate options, plan around clearance risk, and take names through clearance
• Partner with Product and Brand Marketing to shape how new offerings are positioned, and ensure names work across global markets, including linguistic and cultural checks
• Lead alignment across Product, IP Legal, Brand Marketing, and Comms on where a new offering sits, what its name means, how to use it, and how to introduce it to the world
• Use Claude throughout the naming process, from generation to testing to governance

Tools and skills named

Words the posting leans on

• brand48×
• naming24×
• brand architecture20×
• products20×
• names19×
• portfolio12×
• programs12×
• decisions9×
• systems9×
• features8×
• global7×
• offering7×
• partner7×
• strategy7×
• architecture naming6×
• build6×

Counted from the posting after the mission statement and the legal notices are set aside. The ones near the top are the ones a screener is looking for.

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