You don't market products, you market lifestyles/interests. Sell the sizzle, not the steak etc.

For Anthropic it's "we own the big scary models, the AI security space, but it's ok we're responsible"

For the partners it's "we're the Big Boys here and will look after your enterprise needs"

None of it needs any more than anecdata and some nice, pre-approved, quotes.

Every organisation does it.