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

''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.