Over the last year, Swittenberg helped oversee USA’s new brand positioning and tagline “We the Bold,” which encapsulates its evolved programming strategy. In this venture, Swittenberg helped the network’s marketing team set forth a brand-positioning that reflects the values and interests of today’s modern audiences by evoking courage, resiliency, risk-taking and authenticity. Swittenberg cites USA’s own “Mr. Robot” as an example of a program that features diversity: “It’s great how they cast Rami Malek, an actor of Egyptian descent in the lead role. It’s so unexpected.”
