Denise Lee Yohn, a leading authority on building and positioning exceptional brands, shows readers how to blend internal culture and external brand to yield consistently phenomenal business results.
'Leaders everywhere are trying to build great brands, but few realise how powerfully brands are shaped by the cultures of their organizations. This compelling book shows how.' -Adam Grant, New York Times bestselling author of Originals and Give and Take
In FUSION, Denise Lee Yohn examines some of the world's greatest organizations and reverse-engineers their greatness - specifically how they've integrated what's on the inside (culture) with what's on the outside (brand) for remarkable results.
Through detailed case studies, interviews with industry leaders, findings from respected academic research and drawing on her own experience working with extraordinary brands across a broad range of sectors, Denise shows how great companies achieve the brand-culture fusion that creates extraordinary results and growth. FUSION is for those with responsibility and oversight for the core operations of their business (C-Suite and line managers) who also set the tone and direction for their companies. The book includes access to Denise's proprietary online assessment for determining how close to or how far from brand/culture integration a company is and a blueprint for achieving brand-culture fusion.
Leaders everywhere are trying to build great brands, but few realise how powerfully brands are shaped by the cultures of their organizations. This compelling book shows how.
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!
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.
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.