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.

Learn how to unleash the power of brand-culture fusion to achieve sustainable competitive advantage and new growth.

Praise for FUSION:

Leaders everywhere are trying to build great brands, but few realize how powerfully brands are shaped by the cultures of their organizations. 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, GIVE AND TAKE, and OPTION B with Sheryl Sandberg

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 of The New One Minute Manager® and coeditor of Servant Leadership in Action

Denise Lee Yohn’s FUSION should be on every business leader’s reading list this year.  It provides the much-needed antidote to the culture and leadership crisis corporate America is experiencing.

Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World

Denise Lee Yohn’s extensive research, insightful analysis, and gift of storytelling make FUSION a practical and inspiring guide to building a great brand and a great culture.

Philip Kotler, S.C.Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

Denise Lee Yohn is back with another breakthrough!  Her first book, What Great Brands Do, challenged us to think differently about brand-building.  Now FUSION cracks the code on culture-building and reveals how outstanding companies use their corporate cultures as a competitive advantage.  It’s a must-read!

Verne Harnish, Founder Entrepreneurs’ Organization (EO) and Author of Scaling Up (Rockefeller Habits 2.0)

Everyone wants to their company to be a great place to work, but few really know how to create an outstanding corporate culture.   Denise Lee Yohn takes you behind the scenes at some of the world’s greatest organizations and pulls the curtain back on the strategies that enable them to attract and motivate the best talent.

Tiffani Bova, Growth and Innovation Evangelist, Salesforce

I have spent a lifetime creating and building brands, all based on Ideas-based leadership cultures.  FUSION explains it all.  Bravo Denise.

Kevin Roberts, author of Lovemarks

This new way of looking at the relationship of the internal and external brands and culture is a relevant topic which Denise Lee Yohn has thoroughly explored. FUSION presents great ideas and examples that can provide any leader or company an opportunity to rethink the way they go to market.

Mark Levy, former global head of Employee Experience, Airbnb

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. In her latest book, FUSION, Yohn takes readers on a remarkably insightful journey to the power that can be unleashed in any organization when brand and culture are fused together as one. 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, The Leadership Guy on

Brand strategist Denise Lee Yohn’s new book, 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, President & CEO, OCLC, Inc., Author of The Book of Mistakes, and Leadership Insights blogger at

Denise is the first brand expert to bridge two powerful, yet apparently disconnected areas of business and management: Culture & Brand. With masterfulness, 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, leadership expert and author of People First Leadership

FUSION is for readers of books on workplace culture, brand management, strategy, leadership, employee experience, employee engagement, integration, branding, and organization development.


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