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.
About the Author
Denise is an in-demand speaker and consultant, and a regular contributor to Harvard Business Review, Forbes and Fast Company. Her global clients include Oakley, Lexus, New Balance, Target, Sony and Facebook (to name a few). She is frequently called upon by the business media, including: FOX Business TV, CNBC, the Wall Street Journal and National Public Radio, to discuss on hot business issues.
Industry Reviews
"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, The Book of Mistakes, and Leadership Insights blogger
"Denise is the first brand expert to bridge two powerful, yet apparently disconnected areas of business and management: Culture and Brand. With mastery, Denise explores the central relationship between the two of them, unveiling hidden connections and showing their full potential when managed consistently. FUSION is a history-making book, an essential read for every businessperson driving change."
Eduardo P. Braun, Author, People First Leadership
"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
"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 Ledership in Action
