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

ISBN-13: 9781473676985
Publisher: Quercus
Publication date: 03/13/2018
Pages: 228
Sales rank: 399,043
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 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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