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Keeping the story alive long after an initiative launch

Posted on Categories BrandonomicsTags

How do you keep the message of your communications alive after the initial launch? Steve Ward, corporate director of HSE at FMC Technologies, shares his advice for business leaders looking to build real cultural change with their initiatives.

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 my guest again today is Steve Ward, corporate director of HSE at FMC Technologies. So Steve, welcome back to Brandonomics.

Steve: Thanks, Robin. It’s an honor to be here.

Robin: I’ve loved all the information that you’ve shared about FMC Technologies’ internal branding program around safety for Destination Zero. Now, what I really want to talk more about is how you’ve made sure that after launch, everyone is still living this message day to day. So, what are you doing to keep the story alive?

Steve: Well, we’re doing a number of things. We are, one, doing it through change in our metrics for more leading/lagging indicators. We’re reinforcing it through things like observations and employee engagement. We’re also trying to reinforce it through celebration when we see people behave like this. We realize that it is a journey. In 2014, we’re starting a campaign to ensure that employees better understand what “prevent, report and intervene” means, and how that impacts their daily behavior and safe work.

Robin: So, with what you’ve learned going through this, what other advice would you have for those in your shoes at other companies?

Steve: Well, first of all, you need to have a lot of employee input into, you know, what works best in terms of communication. But the most important thing, though — it has to be tied to your core values, it has to be tied to your objectives and how the company is being managed.

Robin: That is sound advice, Steve. Thank you.

Steve: Thank you.

Robin: 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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