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. — 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 of THE NEW ONE MINUTE MANAGER, Coeditor of SERVANT LEADERSHIP 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. — 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
Everyone wants to their company to be a great place to work, but few really know how to create an outstanding corporate culture. Denise Lee Yohn takes you behind the scenes at some of the world's greatest organizations and pulls the curtain back on the strategies that enable them to attract and motivate the best talent. — Tiffani Bova, Growth and Innovation Evangelist, Salesforce
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
Denise Lee Yohn has an uncanny knack for pulling the curtain back on the strategies that enable today's most-successful companies to consistently produce market-leading results. If you're an executive or leader who wants to take your organization to the very top, then you owe it to yourself to read this book and then share the lessons you learn with your team. — Peter Economy, Inc.com's The Leadership Guy
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 of THE BOOK OF MISTAKES and Leadership Insights blogger