Anne Candido is the founder of Go for 2, a Brand “Love” Building consultancy aimed at developing unexpected yet authentic connections to people’s heart, mind and soul that will help more people hopelessly fall in love with your brand.
A 20+ year veteran of P&G, Anne has been a thought-leader and architect in growing brand consideration (the prerequisite to purchase) by cultivating brand love. Through her work on programs like the London 2012 Olympic “Thank You, Mom” campaign, the Cannes award winning Tide Super Bowl Campaigns #BradshawStain and #TideAd, and more recently the Dreft “Smell of Love” campaign, she has a fine-tuned process to help brands dig deep to discover untapped potential that when realized, magnifies brand love impact leading to higher consideration and opportunity for incremental revenue.
Through partnerships with properties like the NFL, Joe Gibbs Racing, United States Olympic Committee, and NYC Fashion Week, Anne has become an expert in defining how brands can maximize influencers, spokespeople, thought-leaders and credentialers to create relevancy, differentiation and ambassadorship. This expertise has also translated into effective use of social sustainability as evidenced by her leadership of the “Tide Loads of Hope” program. Her work has resulted in billions of high-impact impressions both nationally and locally, across all influencer verticals and channels including: Ellen, Today, GMA, WSJ, NYT, People, HuffPo, Popsugar, SI, ESPN and BabyCenter just to name a few.
Anne resides in Cincinnati, Oh, with her husband, Tony, and their blended family of 4 “adults in-training”. She graduated from the University of Dayton (1998) with a BS in Mechanical Engineering which ironically led her to discover the importance of brand love through her first decade in P&G’s R&D organization where she developed products that truly made a difference in people’s lives. She took that knowledge into Communications where she has spent her second decade bridging marketing and public relations into a Brand Building discipline. Anne believes in the power of being connected in mind, body and spirit and that grit is the secret to success.
PS: If you Google me, look under “Anne Westbrook, P&G” too.
When a football team goes for a 2-point conversion, they are making a statement that they are going for the win. When you work with Go for 2, this is the same statement you are making to your competition. We don’t settle for kicking extra-points.