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Brandonomics from Savage - Steven Ward

Steven Ward

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How do you keep it alive after the launch? Robin Tooms discusses internal branding programs with Steven Ward, corporate director of HSE for FMC Technologies.

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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, a 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 insure 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.

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