[step:Prove associativity by uniqueness of lifts]
Define smooth maps
\begin{align*}
A:\widetilde G^3\to \widetilde G,\qquad A(a,b,c)=\widetilde m(\widetilde m(a,b),c)
\end{align*}
and
\begin{align*}
B:\widetilde G^3\to \widetilde G,\qquad B(a,b,c)=\widetilde m(a,\widetilde m(b,c)).
\end{align*}
The space $\widetilde G^3$ is connected and simply connected. For all $a,b,c\in \widetilde G$, using $p\circ \widetilde m=m\circ(p\times p)$ gives
\begin{align*}
p(A(a,b,c))=(p(a)p(b))p(c).
\end{align*}
Associativity in $G$ gives
\begin{align*}
(p(a)p(b))p(c)=p(a)(p(b)p(c)).
\end{align*}
Again using $p\circ \widetilde m=m\circ(p\times p)$,
\begin{align*}
p(a)(p(b)p(c))=p(B(a,b,c)).
\end{align*}
Hence $A$ and $B$ are lifts of the same map $\widetilde G^3\to G$. Moreover,
\begin{align*}
A(\widetilde e,\widetilde e,\widetilde e)=\widetilde e=B(\widetilde e,\widetilde e,\widetilde e).
\end{align*}
By [uniqueness of lifts](/theorems/1885) on the [connected space](/page/Connected%20Space) $\widetilde G^3$, $A=B$. Thus $\widetilde m$ is associative.
[/step]