USG rebuilds its brand as it emerges from downturn

摘要

Building products company USG Corp., which is emerging from a rocky five years, this month introduced a new brand identity and tagline, "It's your world. Build it." Founded as U.S. Gypsum Co. in 1902, the Chicago-based business was hit hard by the recession, which devastated the construction industry beginning in 2008. "Over the past five years, it has been a difficult time for us," said Linda McGovern, VP-marketing at USG, which is best known as the maker of Sheetrock-brand building products. "We've had drastic reductions and have had to think about ways to drive efficiencies."