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Shifting perception within an organization

Posted on Categories BrandonomicsTags

To get 8,000 new employees on the same page, this company rebranded their health and safety programs. Savage's Robin Tooms talks about shifting internal perceptions with Steven Ward, Corporate Director of HSE at FMC Technologies.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, Vice President of Strategy at Savage Brands, and my guest today is Steven Ward, Corporate Director of HSE at FMC Technologies. So, Steve, welcome to Brandonomics.

Steven: Thank you, Robin. Glad to be here.

Robin: Well, I want to talk today, Steve, about internal branding programs. Specifically, the Destination Zero internal branding program that you did at FMC Technologies. So what was the real driving force behind that? Why did y’all do it?

Steven: Well, the driving force was due to the growth of the company and also the type of incidents that we were seeing occurring at our sites. The growth was fueled by 8,000 new employees and also the introduction of new technology. The type of incidents that we were seeing were near-miss; those are the type that had the high potential to cause injuries. And we realized that our current HSE system, our metrics, our processes didn’t really address that, and if we’re going to be successful in the future we’d need to be more proactive in establishing more preventative-type onset. That’s the reason for Destination Zero.

Robin: Yeah. So that is exactly what you’re talking about; it’s not an initiative in the strictest sense, it is truly a mindset, a culture shift that you’re trying to make happen. So tell us a little bit more about that.

Steven: Well, what we’re trying to do is we’re not trying to really change our internal processes. Many of them are focusing on prevention. But what we’re really trying to change is how people view that. And we felt in able to do that, to get this preventative mindset established, the rebranding was necessary.

Robin: Yes, and that makes a lot of sense, making sure that the message gets out there through this program. Thank you for sharing that, Steve.

Steven: 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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