Cambridge Business Association
Fusion
Book

Fusion

How Integrating Brand and Culture Powers the World’s Greatest Companies

Denise Lee Yohn
Nicholas Brealey Publishing, 2018
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Editorial Rating

8

Qualities

  • Applicable
  • Well Structured
  • Concrete Examples

Recommendation

Successful organizations create the right corporate culture and develop solid brands. Great organizations take the next step: they fuse their brands and cultures together, says brand leadership expert Denise Lee Yohn. She explains the chemistry of “brand-culture fusion,” uniting these two vital aspects to build synergy, energize stakeholders, and satisfy and retain customers. Yohn introduces readers to some of the world’s most successful companies and details how these firms embraced the challenges of brand building and culture and understood how to merge them. getAbstract recommends her well-researched book to culture executives, branding executives, business students, investors, consultants and entrepreneurs.

Summary

The Power of Fusion

Fusion happens when two atomic nuclei bond and produce powerful energy. Companies that fuse their culture and their brand create positive energy that makes them stronger, attractive, resilient and profitable.

Culture refers to what a company’s employees believe, how they act and what their attitudes are. Brand identity refers to how a company is perceived and experienced by its customers and other stakeholders. Smart CEOs understand that culture and brand form the vital nuclei of their firms and that when they are fused, they turbocharge productivity and profits.

Amazon exemplifies brand culture fusion. Its corporate culture and brand identity unite into an integrated whole. Based on its success, Amazon added upward of 85,000 employees in 2016. With its hurry-up pace and demanding expectations, Amazon can be a tough place to work. Yet employees report that they thrive in the culture, and Amazon compels them to excel.

An organization’s culture does not have to be “warm and fuzzy” to be effective and to help the firm reach its goals. Amazon, for example, ties its culture to all of its brand...

About the Author

Denise Lee Yohn, a brand-building leadership expert, keynote speaker and consultant, also wrote the bestseller What Great Brands Do. Her articles have appeared The Harvard Business Review, Forbes and Fast Company. For a free online Brand-Culture Fusion Assessment Tool, see http://deniseleeyohn.com/fusion-assessment. 

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