Summary of Fusion

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Successful organizations create the right corporate culture. They also develop solid brands. Great organizations take the next step: they fuse their brands and cultures together, says brand leadership expert Denise Lee Yohn. She explains the chemistry of “brand-culture fusion,” the way your company can unite these two vital aspects to build synergy, energize stakeholders, and satisfy and retain customers. Yohn introduces readers to some of the world’s most successful companies – bright examples of the benefits of superior brand-culture fusion. She details how these firms embraced the challenges of brand building and culture and understood how to merge them. getAbstract recommends her well-researched book to culture executives, branding executives, business students, investors, consultants and entrepreneurs.

In this summary, you will learn

  • Why “brand-culture fusion” is integral to organizational success;
  • Why an overarching purpose matters to firms that fuse culture and brand; and
  • How to achieve brand-culture fusion in your organization.

About the Author

Denise Lee Yohn, a brand-building leadership expert, keynote speaker and consultant, also wrote the bestseller What Great Brands Do. Her articles have appeared The Harvard Business Review, Forbes and Fast Company. For a free online Brand-Culture Fusion Assessment Tool, see  



The Power of Fusion

Fusion happens when two atomic nuclei bond and produce powerful energy. Companies that fuse their culture and their brand create positive energy that makes them stronger, attractive, resilient and profitable.

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