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

Denise Lee Yohn

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 success. 

Independently, brand and culture are powerful, unsung business drivers, but Yohn 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 Yohn's 25+ years in 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 businesses.

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PeerSphere: Volume 6, Number 3

PeerSphere is the quarterly e-journal of the Chief Marketing Officer (CMO) Council, an organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The journal is peer-inspired, peer-driven and peer-influenced and provides insight from global marketing leaders about best practices and strategies in the marketplace.

The latest issue of PeerSphere is now available and covers a wide range of subjects relevant to global marketing leaders and features articles on a variety of pertinent subjects, among them:

  • A feature on how brands can maximize the omni-channel experience
  • How brands can gain access to the $10 trillion informal economy
  • A CMO roundtable article featuring marketing perspectives on the challenges to executing omni-channel experiences
  • How Igloo is working to innovate products and make a difference in consumers’ lives
  • Q&A articles with marketing leaders at ASICS and Trust Metrics
  • Insights from marketing leaders at Kia Motors, T-Mobile, Verizon, Visa, AT&T, Bank of America and more

PeerSphere is available on a complimentary basis courtesy of our sponsor, Thomson Reuters. If you would like to get involved in PeerSphere as an interview or profile subject, please contact Managing Editor Mary Anne Hensley regarding any inquiries.

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