W. L. Gore & AssociatesProduct Branding

Brand positioning that sends competitors packing

GORE® GFO® packing from W. L. Gore & Associates has been the industry’s leading pump packing solution for three decades.

In recent years, “look-alike” entrants have come into the market.  They don’t perform as well, but their similar appearance to GFO packing contributed to market confusion.



Delivering a clear message

The Sealants Division of W. L. Gore came to us for help.  Our solution was to introduce a “seal of assurance” for GFO and its corporate branding efforts.

Targeting end-users and distributors, the message is simple yet powerful:  “GFO is the only genuine assurance that your pump packing will perform the way you need – as long as you need.”

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A complete marketing arsenal

We rolled out the “seal of assurance” campaign by employing the full range of tactics including print and digital advertising, direct mail and e-mail marketing, P-O-P materials, packaging, and signage.

Plus … acting on another idea we had proposed to underscore the claim of product superiority, Gore began printing the GFO brand name right on the packing material itself.  No more look-alike problems for this brand!

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Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team