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Goals make or break a branding initiative

Posted on Categories BrandonomicsTags

Before launching a branding initiative or campaign, you have to know the goals. Steve Ward, Corporate Director of HSE at FMC Technologies shares the goals that shaped their Destination Zero initiative results.

Robin: Hello, and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, Vice President of Strategy at Savage Brands and today, for a special look at internal branding programs is Steve Ward, Corporate Director of HSE at FMC Technologies. So Steve, welcome back to Brandonomics.

Steve: Thanks, Robin. I’m happy to be here.

Robin: Well, Steve, I loved hearing about the launch of your internal safety program Destination Zero at FMC Technologies, and I want to talk today about some of the results that you’ve achieved. So what did you want this to do for the company?

Steve: What we wanted to see happen with Destination Zero is we wanted people to take a more preventative-type approach to safety as opposed to reacting when something happens. We also wanted them to increase our reporting of incidents from a learning standpoint because we need to have reported not just serious injuries, but those that are minor injuries and incidents, as well. And lastly, we really wanted people to step up, to intervene. We wanted them to stop work if they think it was unsafe and we also wanted them to interact with coworkers if they see them doing something that could potentially cause them to be injured. In other words, we wanted the employees to accept ownership for their personal safety and that of their coworkers.

Robin: Good, so that is success, and I think part of that must have been driven by some early adopters for the program. So do you think you’ll have that, as well?

Steve: Yeah, I think so. Again, it was not a change of a lot of our key programs. It was just how we view them and how we approach them. We’ve had a quality process in place for a number of years and we tried to emulate some of the key principles from there. Quality has the zero defects, we have zero incidents, and both are based upon prevention.

Robin: So employees are able to make that connection between the two.

Steve: Yes.

Robin: Great. Well, thank you for sharing that, Steve. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.


FMC Technologies is a leading global provider of technology solutions for the energy industry. With more than 19,300 employees and 30 production facilities in 17 countries, FMC Technologies designs, manufactures and services technologically sophisticated systems and products for the oil and gas industry.

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