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Launching a companywide mindset: A case study

Posted on Categories BrandonomicsTags

How do you communicate a shift in mindset that goes beyond a single initiative and encompasses an entire company? Steve Ward, Director of HSE at FMC Technologies, shares how the company launched Destination Zero, the highly successful safety campaign.

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 for a special Brandonomics today we’re gonna focus on internal branding programs with Steve Ward, Director of HSE at FMC Technologies. So Steve, welcome to Brandonomics.

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

Robin: Well good, so tell us more about the internal branding program that FMC Technologies launched last year called Destination Zero. What did that program look like?

Steve: First of all, we formed a cross-functional team and it was headed up by Corporate HSE and Corporate Communication. The result of that is that we designed a website to communicate this to our organization. It included a webinar for all of our HSE coordinators. It included a slide deck for managers to introduce this to their employees and to the site, and also supporting documents around videos, banners and also signage.

Robin: So all these messages were everywhere that the employees need to see them, but the messaging itself wasn’t the fact that safety as a core value had changed. This isn’t a program with an end date. So how did you communicate that this was something integral to the company?

Steve: Well, it was in our messaging. We tried to make it very clear that we weren’t changing a lot of our key programs and that we were – it was tied and aligned with the core values with the company objectives and how we manage our company.

Robin: So it was very much clear to them that this mindset was something they need to practice every day?

Steve: That’s true and we – and during the roll-out of this we tried to get all the questions that were unanswered and issues that people might have with the process so we could clear up any misunderstanding.

Robin: Okay, great. Well, thank you for sharing the launch of that program with us.

Steve: You’re welcome.

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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