New Book Coming This March:  FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies

A culture crisis threatens to disrupt Corporate America today as much as the financial crisis did a decade ago. Whether it’s claims of sexual harassment, the lack of diversity and equality at many organizations, or the nearly 70% of American workers who are not engaged at work, business leaders must devote more attention to their workplace cultures now than ever before.  The problem is that most leaders don’t know how to build a healthy, effective, and valuable culture. That’s why I’m thrilled to announce my new book, FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies (published by Nicholas Brealey, an imprint of Hachette Book Group) will be released on March 13, 2018.

I wrote it to crack the code on culture-building the way my first book, What Great Brands Do, explained how to build a valuable, sustainable brand.  Drawing from my extensive research on some of the world’s greatest companies (including Amazon, Airbnb, Nike, and Salesforce), exclusive interviews with company executives, and insights from 25+ years working with world class brands, I’ve discovered that savvy business leaders power their companies’ performance by fusing together their brand and culture.

Independently, culture and brand are powerful business drivers, but in too many companies, culture and brand have been put in different silos. CEOs delegate culture to HR and the brand to marketing, which often leads to a disconnect between how companies behave on the inside (culture) and how they are perceived on the outside (brand).

When business leaders integrate culture and brand together, they create new growth that isn’t possible by simply cultivating one or the other alone. FUSION teaches leaders how to cultivate a distinct culture that is fully aligned with their brand identity – that is so well integrated with it that it is hard to distinguish what they do internally with who they say they are externally. The book describes the power that lies at the intersection of leadership, strategy, brand management and brand building, and employee experience and engagement.

In the coming weeks, I’ll be writing more about this timely and important topic and sharing more about the book, but for now, FUSION is available for pre-order here — and if you pre-order a copy, use this link to submit your receipt and you will receive FREE special bonus materials and content, including access to an exclusive webinar on FUSION, as soon as they are available.  (Updated 03.14.18: Pre-orders are no longer available because FUSION is available for sale now here.)

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