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

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4.33  ·  Rating details ·  18 ratings  ·  5 reviews
A fresh, clarifying, and actionable perspective on two of the most misunderstood concepts in business: brand and culture.

Independently, brand and culture are powerful, unsung business drivers. But, as author Denise Lee Yohn reveals, when you fuse the two together to create an interdependent and mutually-reinforcing relationship between them (what she calls fusion), you cr
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Hardcover, 228 pages
Published March 13th 2018 by Nicholas Brealey
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Aaron Mikulsky
Jul 16, 2018 rated it liked it
Denise Lee Yohn’s book, Fusion: How Integrating Brand and Culture Powers the World’s Greatest Companies, makes a strong argument for why culture and brand are the biggest drivers of great results in business and explains the key strategies for brand-culture fusion for achieving it.
Overarching Purpose: Your “Why” - A company’s purpose is its why — why it does what it does, why it exists. Having a meaningful purpose or being a “purpose-driven” company has become a popular notion in business today,
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Nessy Dimitrova
Aug 05, 2018 rated it it was amazing
Read it thanks to Blinkist.

Absolutely loved it. I will have to re-read it again. This book just became an absolute staple for me!

The key message in these blinks:

Your company brand is a great source of power, as is your company culture. However, when fused together, these two resources can release truly cosmic energy. So, rather than thinking of your brand as merely external and your culture as merely internal, bring the two together, allowing them to interact and strengthen each other. This is t
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Chintushig Tumenbayar
Байгуулгын дотоод соёл болоод сурталчилж буй брандинг хоёр хоршин байвал ямар гайхалтай үр дүнд хүргэж болохыг өөрийн 25 жилийн туршлагадаа үндэслэн энэ салбарт амжилт үзүүлж байгаа томоохон компаниудын жишээ нь дээр тайлбарласан нь чухал ойлголт өглөө.
Felipe CZ
Aug 07, 2018 rated it really liked it
Very good book, a must-read for business people, entrepreneurs, or anyone wanting to integrate what you sell to customers and what you sell to employees. Great advice on how to build a strong culture that will be obvious to customers and will lead to loyalty as well.
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Feb 06, 2019 rated it it was amazing
Fusion is one of those books that all communications professionals would read and say, "Yes! That's what I've been saying all along!" Yohn does a great job of making the connection between culture and brand and the role of a leader in fusing the two together. A must-read for anyone working in corporate communications, leader development, public relations or corporate reputation management.
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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.
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