BRITISH STEEL

After the gold rush

ORIGINAL

PASSIONATE ABOUT WHAT WE DO

We offer a wide range of high-quality steel products manufactured to international standards. Working closely with our customers, we make sure the products they want are delivered on time. Strong and open relationships are key to customer satisfaction, and we make every effort to build on this.

Rail

The wide spectrum of track and traffic conditions found in the modern railway environment is matched by our comprehensive range of steel rail products. By working in partnership with our customers we can ensure that our products fulfil the demands of the international railway industry.

A commitment to technological innovation enables the business to offer total customer solutions built on British Steel’s core strengths of metallurgy and manufacturing excellence. In addition, our expertise in research and development is well recognised in the rail industry.

We have developed many partnering relationships and have become a strategic supply chain partner to many organisations around the world. We aim to work proactively with industry colleagues, developing innovative solutions to business and engineering issues.

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https://britishsteel.co.uk/what-we-do/

NOTES

The decline of the UK’s senior industrial concerns goes hand-in-hand with the end of the era of public ownership. Or so they tell us.

Viewed close-up, the picture is more complex. Plenty of dead or dying 20th century giants were never subject to state control. However, most of them operated on business models which put them at odds with the Thatcherite agenda.

British Steel can claim a place in the ‘formerly public-owned’ category, but it’s a different kettle of fish from, say, BNFL. It was a latecomer to the nationalization party, spending barely 20 years under direct government supervision. We can nevertheless read its recent, blighted, history as a consequence of the particular social conditions required for the operation of its foundries.

Its stuffing has been trickling out for decades. The resulting deficiencies affect every aspect of the company’s communications, and the copy we chose for this week’s example is banal to the point of invisibility.

To understand just how bad it is, try striking out the word ‘steel’ from para#1. Is the resulting sequence of platitudes in any way distinctive? Could you even guess which industry it refers to?

Our rewrite is intended to restore a sense of identity, and hopefully a little pride. Sorry for the overt nationalism. In a real commission, we’d conceal that in the product detail. This is just a sketch.

OUR VERSION

Excellence in Innovation

British Steel is the inheritor of a proud tradition.

For nearly two centuries, the UK’s engineers and metallurgists have been at the forefront of technical innovation, pioneering the materials, processes and systems which provide the foundation of the world’s industries.

We uphold that tradition, providing British know-how and manufacturing excellence to partners across a range of industry sectors.

Rail

To deliver our comprehensive range of steel rail products, we have recourse to a commonwealth of metallurgical expertise and a shared commitment to superior product. But we also draw on something more profound: a tradition of railway engineering which stretches right back to the beginnings of the Industrial Revolution.

Our partners appreciate the depth of our expertise, which informs every length of track, every steel sleeper, every last bolt head we supply.

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