USG Corporation (NYSE:USG) forges a new brand identity

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Dallas, Texas 10/04/2013 (Financialstrend) – In what seems to be a long drawn out and focused company wide reorganization exercise, USG Corporation (NYSE:USG) on October 1 announced a compete revamp of its brand identity. It launched its new brand identity while formally announcing its sponsorship of the “U.S. Olympic Committee and Canadian Olympic Team”. The tag line “It’s Your World. Build It.” is supposed to underline the new branding effort which envisions highlighting the organization’s “unwavering commitment to customers”.

By sponsoring the “U.S. Olympic and Paralympic Teams and the Canadian Olympic Team” USG and its Canadian subsidiary, CGC, Inc are putting into effect their  new strategic growth plan by trying to get closer to their customers. In the words of Chairman, President and CEO James S. Metcalf the growth plan involves “product innovations, expansion into key international markets, and making it easier for customers to do business with the firm.”

In return of sponsorship, USG and CGC will be designated the “official building materials sponsors” of Team USA and the Canadian Olympic Team. Its distribution arm “L&W Supply Corporation” will supply all the building materials required for Team USA.

In a related development which underlines the re orientation efforts of the company, on October 2,  USG internally  promoted its current  “Executive Vice President for Operations,  Christopher R. Griffin” as the new chief operating officer. This appointment was part of slew of new management changes which saw its “Vice President of USG” and “President of its international operations” Jennifer F. Scanlon getting pushed up as senior vice president of USG.  Both these two promotes have been long serving employees of the firm.  Mr Griffin has spent 13 years while Scanlon has been with the firm for past 10 years.  These changes at top management reflect the complete over haul that Chairman, President and CEO James S. Metcalf has been overseeing over the past few quarters.

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