USG rebuilds its brand as it emerges from downturn


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She also said USG's core values of integrity, service, innovation, diversity, safety, efficiency and quality are aligned with the Olympic and Paralympic ideals. USG unveiled the new campaign internally to employees with an event at the U.S. Olympic Committee headquarters in Colorado Springs, Colo., the weekend before the public announcement. “We wanted to make sure this was not just a CEO initiative, and we wanted to make sure we had vital support for the launch of the brand,” McGovern said. “One of the core tenets is the notion of leadership at every level; no matter what your role is, you have the ability to influence people around you.” With that in mind, USG selected 40 employee ambassadors from different departments in different offices around the globe and invited them to the internal brand launch. The event at USOC headquarters included a torch-lighting ceremony as well as extensive training on how to communicate the new brand. “They can take this back to their organizations and talk about the brand and what it means to be a partner in the USOC,” McGovern said.
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