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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. She is also the author of the newly released brand-building handbook for start-ups and small businesses: The Super-Highway of Relevancy. Getting More People to Choose Your Brand, More Often, Indefinitely.  

A 20+ year veteran of Procter & Gamble, Anne has been a thought-leader and architect in quickly putting brands on the “Super-Highway of Relevancy” by cultivating Brand-Love. Splitting her decades between Product Development and Communications/Influencer Marketing, her prevue is unique in that she has been intimately involved in all stages of the brand journey. From game-changing product launches like Secret Clinical Strength as well as pivotal programs like the London 2012 Olympic “Thank You, Mom” campaign and the Cannes award winning Tide Super Bowl Campaigns #BradshawStain and #TideAd, she developed fine-tuned processes to help brands dig deep to discover their Brand-Love potential. 

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 internationally, nationally and locally, across all influencer verticals and channels including: Ellen, Today, GMA, WSJ, NYT, People, Huffington Post, Popsugar, SI, ESPN and BabyCenter just to name a few.

It was during this time she realized Brand-Love is truly the universal thread that transforms products into brands and brands into franchises. What’s more, it didn’t matter if the business was small or large, with economical start-up budgets or big budgets, with resources of just a few people to mega-teams…the truth was the same. Brands that intentionally cultivated Brand-Love were the ones who persevered. Armed with this insight and her fine-tuned process principles which she coined “What If…” Ideation, she left P&G to embark on a new journey of helping ALL businesses make Brand-Love connections. Her clients range from musicians and makers, to creative and tech agencies, to start-ups and small businesses. All will tell you it isn’t easy to cultivate Brand-Love, but it is definitely worth it! 

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. But don’t let that fool you because she is proof you can effectively use both sides of your brain. 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.

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