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Framing a New
Brand Extension for USG
Challenge
Torque was brought on by USG Corporation’s New Business Ventures group to help launch and market a newly formed building components division that specialized in steel framing systems for residential construction. The challenge lay in bringing a completely new product line to market in rapid fashion.
Solution
Zeroing in on the Builder Tribe, Torque positioned USG Framing
as a company that addresses the most acute problems facing builders today: the uncertainties of labor, construction quality and speed
to market.
Torque helped USG Framing quickly respond to the building crisis caused by Hurricane Katrina. We supported marketing initiatives, from exhibition events to rapid communications with local political leaders, Gulf state builders, carpenters, code officials and the media.
In parallel to the Gulf states effort, Torque supported USG Framing in reaching its core markets, and achieving aggressive growth goals. Communications have included multi-day events, video, a website, tradeshow support, print collateral and more.
Result
Since launch, Torque’s collaborative development approach has allowed USG Framing to help engage in negotiations for several large deals, expected to bring two initial factories to capacity ahead of schedule.
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