Description
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.
About the Author
Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony, Frito-Lay, and Burger King, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority on building and positioning exceptional brands.Denise initially cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing. She served as lead strategist at advertising agencies for Burger King and Land Rover and as the marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs. Denise went on to head Sony Electronic Inc.’s first ever brand office, where she was the vice president/general manager of brand and strategy and garnered major corporate awards.An influential writer, Denise penned the book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass) and the new book Extraordinary Experiences: What Great Retail and Restaurant Brands Do. She enjoys challenging readers to think differently about brand-building. She contributes the monthly column Brand New Perspectives to QSR Magazine and has published work in numerous outlets, including Harvard Business Review, Advertising Age, and OPEN Forum. In 2008 she launched her blog, brand as business bites™, which the Marketing Executives Networking Group (MENG) named as one of the top 20 marketing blogs.With her expertise and personal approach, Denise delivers an array of inspirational workshops, presentations, and keynote addresses to business leaders in all industries. When she’s not writing or speaking, she serves as the brand director for TEDx San Diego and sits on the board of directors for a branch of the YMCA.Outside of her professional roles, Denise counts hiking Mount Kilimanjaro, dancing with a professional ballet company, and flying a helicopter as some of her greatest life experiences.
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