Shapiro has over- seen the new brand positioning and tagline “We The Bold,” which aims to portray a new, distinct point of view for the USA brand and overall programming strategy. The brand positioning reflects the values and interests of today’s modern audiences by evoking courage, resiliency, risk-taking and authenticity. Can you say “Mr. Robot”? It was a completely new show for the network and required a comprehensive and exceptional marketing vision. Look no further than the “f-society” campaign that both led the show’s key art and even managed to hack into a Cablefax Programming Awards event. The buzz was frenzied and constant, thanks to Shapiro’s tireless efforts.
