Brand matters to customers looking for products and partners they can count on. It also makes a big difference to the most talented job-seekers. Communities welcome companies that have positive brand images with open arms. And, more than ever before, investors reward companies with strong, well-known and respected brands.
Studies consistently show that, all other things being equal, people prefer to buy brands they know and trust. Strong brands can also help a company command a price premium, grow market share, reduce the cost of sales and become more competitive in the marketplace.
But what is this thing called “brand?” When people hear the word, they often think first about the company name, logo, product names, packaging and advertising slogans. All those things are important, of course. But when we talk about brand in today’s FMC Technologies, we’re really talking about the total FMC Technologies experience. We’re talking about all the factors that come together to form our image and reputation. We’re talking about the way people think, feel and respond when they hear the name, “FMC Technologies."
Imagine a Company with
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A single, simple, and compelling value proposition or brand promise to its marketplace
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An employee population engaged in delivering that promise
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Clear, consistent communications dramatizing this promise internally and externally
Companies possessing these traits enjoy higher sales, higher margins, greater employee satisfaction, and higher enterprise value. We want to be this type of company.
Business Objectives
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Develop a differentiating positioning for FMC Technologies that identifies its unique value across its internal divisions
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Clearly articulate a central brand promise for both internal and external audiences to support growth and premium pricing
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Create a visual system supportive of the brand promise that unifies the FMC Technologies business units and creates stronger recognition of the brand within our markets
These objectives lead to a promise.
The FMC Technologies Brand Promise
The FMC Technologies brand is backed by a century of accomplishments in a wide range of complex and exacting industries. While there is great strength in the diversity of our business and product portfolio, there is a common denominator that ties most of FMC Technologies together – proven, knowledge-based solutions engineering expertise.
FMC Technologies has adopted a master brand strategy, in which the majority of the company’s business units, products and services are branded “FMC Technologies.” Nearly all of the company’s businesses, products and services are branded with the well-known FMC Technologies brand as their primary identifier.
Within its master brand architecture, FMC Technologies supports a variety of product brands and services brands that are well-known identifiers in their respective markets. In all cases, these brands are secondary to the FMC Technologies Master Brand.
The FMC Technologies Brand Position
Our customers’ jobs are getting more and more difficult every day. From getting the most out of every oilfield to getting the right part at a great price, they face immense competitive pressures and demanding operating environments.
Through our deep understanding of customers’ businesses and our relentless obsession with performance, we develop innovative real-world solutions that put even the most daunting challenges within reach.
Applies to every area of the business
Brand promise demands continuous improvement. All of our businesses are facing growing requirements from customers and we must improve to meet those needs. Every employee can contribute in his or her own area. It’s all about behaviors that meet the promise.
A useful context or umbrella for all communications
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Use it as a tool to drive the existing business initiatives
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Ongoing internal and external profiling will reinforce the value
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Integrating business plan with the brand effort will help align business and branding goals
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Brand framework provides a more simple and clear method to communicate business objectives
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Brand platform should build pride – we address the most difficult challenges our customers face
A Solutions Engineering approach
FMC Technologies is able to put our customers' most daunting challenges within reach and provides extraordinary value to customers through the discipline of ‘Solutions Engineering’:
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Deep immersion in customers’ worlds to understand their most critical needs
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Taking a disciplined approach to every customer problem, from service and supply chain concerns to breakthrough technology
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Working tenaciously to find approaches that solve real-world customer problems
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Constantly striving to be the leader in every market
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Understanding all of the special requirements and technical challenges of each market
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Attention to quality and getting it right the first time
The path forward
This process will span two to three years and should be applicable to our marketplace for the next ten years. We will be communicating this promise and the required behaviors in everything in we do.