How Integrating Brand and Culture Powers the World's Greatest Companies
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--Adam Grant, New York Times bestselling author of Originals and Give and Take
"Denise Lee Yohn hit a home run with her first book, What Great Brands Do. Now she's written FUSION and it is just as provocative. Denise proves beyond a shadow of a doubt that great companies are powered by brand-culture fusion. I highly recommend this book!"
--Ken Blanchard, Coauthor, The New One Minute Manager®, Coeditor, Servant Leadership in Action
Internal culture + External brand = FUSION
For years, leaders at companies like Southwest, Starbucks, and Google have done something differently that's put their organizations at the top of "the most admired companies," "best brands," and "great workplaces" lists. They don't often talk about that "something" specifically in terms of brand-culture fusion, but, as author Denise Lee Yohn reveals, aligning and integrating their brands and cultures is precisely how they've achieved their successes.
Independently, brand and culture are powerful, unsung business drivers. But Denise shows that when you fuse the two together to create an interdependent and mutually reinforcing relationship between them, you create organizational power that isn't possible by simply cultivating one or the other alone. Through detailed case studies from some of the world's greatest companies (including Amazon, Airbnb, Adobe, Nike, and Salesforce), exclusive interviews with company executives, and insights from Denise's 25+ years working with world-class brands, FUSION provides readers with a roadmap for increasing competitiveness, creating measurable value for customers and employees, and future-proofing their business.
This is a must-read for readers interested in workplace culture, brand management, strategy, leadership, employee experience, employee engagement, integration, branding, and organization development.
Praise For Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies…
"Denise Lee Yohn hit a home run with her first book, What Great Brands Do. Now she's written FUSION and it is just as provocative. Denise proves beyond a shadow of a doubt that great companies are powered by brand-culture fusion. I highly recommend this book!"—Ken Blanchard, Coauthor, The New One Minute Manager, Coeditor, Servant Ledership in Action, -
"Denise Lee Yohn's FUSION should be on every business leader's reading list. It provides the much-needed antidote to the culture and leadership crisis corporate America is experiencing."—Marshall Goldsmith, Thinkers50 #1 Leadership Thinker in the World, -
"Denise Lee Yohn's extensive research, insightful analysis, and gift of storytelling make FUSION a practical and inspiring guide to building a great brand and a great culture."—Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, -
"Denise Lee Yohn is back with another breakthrough! Her first book, What Great Brands Do, challenged us to think differently about brand-building. Now FUSION cracks the code on culture-building and reveals how outstanding companies use their corporate cultures as a competitive advantage. It's a must-read!"—Verne Harnish, Founder Entrepreneurs? Organization (EO), Author of Scaling Up (Rockefeller Habits 2.0), -
"I have spent a lifetime creating and building brands based on Ideas-based leadership cultures. FUSION explains it all. Bravo Denise. "—Kevin Roberts, author of Lovemarks, -
"The relationship between internal and external brands and culture is a relevant topic which Denise Lee Yohn has thoroughly explored. FUSION presents great ideas and examples that can provide any leader or company an opportunity to rethink the way they go to market."—Mark Levy, former global head of Employee Experience, Airbnb, -
"FUSION tackles one of the most important and surprising aspects of a strong brand: company culture. Yohn builds a compelling case that will make leaders everywhere want to achieve brand-culture fusion. Highly-recommended!"—Skip Prichard, Author, The Book of Mistakes, and Leadership Insights blogger, -
"Denise is the first brand expert to bridge two powerful, yet apparently disconnected areas of business and management: Culture and Brand. With mastery, Denise explores the central relationship between the two of them, unveiling hidden connections and showing their full potential when managed consistently. FUSION is a history-making book, an essential read for every businessperson driving change."—Eduardo P. Braun, Author, People First Leadership, -
Nicholas Brealey, 9781473676985, 228pp.
Publication Date: March 13, 2018