Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies

Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies

by Denise Lee Yohn

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Overview

Learn how to unleash the power of brand-culture fusion to achieve sustainable competitive advantage and new growth.

"This compelling book shows how to connect the image you present to the outside world with the values and norms that operate inside your world of work."
—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.

Product Details

ISBN-13: 9781473676985
Publisher: Quercus
Publication date: 03/13/2018
Pages: 228
Sales rank: 431,857
Product dimensions: 6.20(w) x 9.10(h) x 1.00(d)

About the Author

Blending a fresh perspective, over twenty-five years of experience, and a talent for inspiring audiences, San Francisco-based Denise Lee Yohn is the author of What Great Brands Do and FUSION and is a leading authority on building and positioning exceptional brands.

Table of Contents

Acknowledgments ix

Introduction. Great Companies Are Powered by Brand-Culture Fusion xi

The Unsung Drivers of Business xiii

The Power of Fusion xv

Why Companies Fail to Build Great Brands and Cultivate Great Cultures xviii

A Blueprint for Brand-Culture Fusion xxi

Every Organization Needs Fusion xxiii

Lead Your Fusion xxvi

Part 1 The Foundations of Brand-Culture Fusion 1

Chapter 1 Set Your Sole Purpose and Core Values 3

Overarching Purpose: Your "Why" 5

Core Values: Your "How" 13

Unify Your Organization 24

The Cornerstones of Culture 27

Chapter 2 Assess Your Brand-Culture Fusion 29

Identify Your Brand Type 30

Determine the Values You Need 37

Assess the State of Your Brand-Culture Fusion 45

Capture Your Company's Uniqueness 52

Chapter 3 Lead the Change 55

Different Culture, Different Outcome 58

Communicate, Communicate, Communicate 60

Actions Speak Louder than Words 64

Engage Every Leader 66

Reinforce Your Culture with the Right People Decisions 68

Brand-Culture Fusion Starts with You 70

Part 2 Five Strategies to Achieve Fusion 73

Chapter 4 Organize and Operate On-Brand 75

From Talking about Culture to Operationalizing It 77

Design Your Organization Deliberately 78

Align Your "What" with Your "Why" and "How" 85

Inspect Your Brand Touchpoints 88

Culture Is Not "Soft Stuff" 93

Chapter 5 Create Culture-Changing Employee Experiences 95

What Is EX? 98

Make EX a Priority 101

Design Your EX in Four Steps 103

Craft an EX that Is Right for You 112

Get Employees Involved 116

Integrate Your EX with Your CX 118

Fuel Fusion with EX 120

Chapter 6 Sweat the Small Stuff 122

Give Your Culture Life through Rituals 125

Make Your Culture Visible through Artifacts 131

Promote Your Culture through Policies and Procedures 134

Design Every Detail 140

Chapter 7 Ignite Your Transformation 143

Employee Brand Engagement Creates Culture Change 146

Stage Great Employee Brand Engagement Experiences 148

Carefully Craft Communications Campaigns 154

Develop Toolkits for Ongoing Engagement 158

A Worthy Investment 160

Chapter 8 Build Your Brand from the Inside Out 163

Put Your Purpose into Action 166

Leverage Your Values to Re-Define Your Brand 170

Showcase Your Culture to Differentiate Your Brand 176

Transform Your Brand and Culture Together 180

Conclusion. The Journey to Brand-Culture Fusion 182

End Notes 187

About the Author 207

Index 209

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