Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies
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|Publisher:||Nicholas Brealey Publishing|
What We're Saying
We take a look inside the best books of 2018 in the Marketing & Sales category. READ FULL DESCRIPTION
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"Most of the existing rhetoric on culture says that managers must be warm and nurturing and they must treat their employees like family, being encouraging and inclusive. That's just wrong. You don't need to offer a supportive, benevolent culture to be a great manager, organization, or business. And anyone who insists that you must have a certain type of culture gravely misunderstands the role culture plays in an organization." READ FULL DESCRIPTION
--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(R), 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.