Denise LeeYohn - Fusion: How Integrating Brand and Culture Powers the Worlds Greatest Companies

FUSION

How Integrating Brand and Culture Powers the Worlds Greatest Companies

D ENISE L EE Y OHN

First published in 2018 by Nicholas Brealey Publishing
An imprint of John Murray Press

An Hachette U.K. company

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Copyright Denise Lee Yohn, Inc. 2018

The right of Denise Lee Yohn to be identified as the Author of the Work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means without the prior written permission of the publisher, nor be otherwise circulated in any form of binding or cover other than that in which it is published and without a similar condition being imposed on the subsequent purchaser.

A CIP catalogue record for this title is available from the British Library

Library of Congress Cataloging-in-Publication Data

Names: Yohn, Denise Lee, 1967 author.

Title: Fusion: how integrating brand and culture powers the worlds greatest companies / Denise Lee Yohn.

Description: Boston, MA: Nicholas Brealey Publishing, 2018.

Identifiers: LCCN 2017053694 (print) | LCCN 2017054553 (ebook) | ISBN 9781473676992 (ebook) | ISBN 9781473677043 (library ebook) | ISBN 9781473676985 (hardcover)

Subjects: LCSH: Branding (Marketing) | AdvertisingSocial aspects. | Brand name products.

Classification: LCC HF5415.1255 (ebook) | LCC HF5415.1255 .Y63 2018 (print) | DDC 658.8/27dc23

LC record available at HYPERLINK https://protect-us.mimecast.com/s/qO54BOsp6leWtN?domain=lccn.loc.gov https://lccn.loc.gov/2017053694

ISBN 978-1-47367-698-5
U.S. e-book 978-1-47367-699-2
U.K. e-book ISBN 978-1-47367-705-0

Printed and bound in the United States of America.

John Murray Press policy is to use papers that are natural, renewable, and recyclable products and made from wood grown in sustainable forests. The logging and manufacturing processes are expected to conform to the environmental regulations of the country of origin.

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Nicholas Brealey Publishing
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Boston, MA 02109, U.S.A.
Tel: (617) 263 1834

www.nicholasbrealey.com

For Chris

Expressing gratitude is always difficult for me because words never seem sufficient to convey my deeply felt thanks, but I would like to try to acknowledge some of the people who have helped me in my journey of writing this book. And if I fail to mention you, please know that your importance to me is greater than my forgetfulness.

Im particularly grateful to Steve Morris as well as Ross Blankenship, Eduardo Braun, Lucy Gill-Simmen, Darci Poole, Mark Tomaszewicz, and Marnie Wilson for your instrumental help in reviewing my manuscript, assessment tool, and/or contributing to the content of this book substantively. Im blown away by your generosity and insight.

Thank you to Martin Bishop, Barbara Cave Henricks, Peter Economy, Peter Fader, Annette Franz-Gleinicki, Kate Goodison, Verne Harnish, Juliana Smith Holterhaus, Zach Johnson, Sarah Marrs, Karen Murphy, Yvonne Nomizu, Christina Stahler, Jackie Waldorph, Curt Swindoll, and Nick Wiik for helping me with content, connections, and counsel.

The people who graciously allowed me to interview them for this book deserve my sincere appreciation: Stephan Aarstol, Alejandro Asrin, Vivienne Bechtold, Tina Chong, Jana De Anda, Rachelle Diamond, Arndt Ellinghorst, Jennifer Forman, Eric Jackson, MG Kristian, Kenzie Leas, Nicole Leverich, Mark Levy, Jeff Lindeman, Bryan Miles, Monique Mulbry, Garry Ridge, Scott Sabin, Gillian Smith, Rachelle Snook, Patricio Supervielle, Brian Takumi, Lilian Tomovich, Ari Weinzweig, Ardine Williams, and Darin Yates.

Genoveva Llosa, aka editor extraordinaire, thank you for making my manuscript exponentially better. And to Josh Bernoff, thank you for getting me started on the right track.

Thanks to the team at Nicholas Brealey: Alison Hankey, Melissa Carl, Giuliana Caranante, and Michelle Morgan. And to Giles Anderson for your representation.

Richard Boren, thank you for all your work on the assessment tool.

Several folks have gone the extra mile in supporting me with their friendship and advice during my journey: Tiffani Bova, Jim Canfield, Sally Hogshead, Mitch Joel, Danny Kim, Sondra Kissinger, Tamara Romeo, John Sarkisian, and Ed Wallace.

Id like to acknowledge the members of the Great Brand Society who helped me launch my previous books and will most likely be the people I lean on again for this oneIm so grateful for each one of you. Also thank you to those folks in my brand-as-business brief community who gave me feedback when I was developing the assessment toolit was so helpful to get all of your comments. And thanks to the Write and Rant Facebook group for your inspiration, ideas, and answers.

Finally, my family: Dad, Viv, and Jim, thank you for being Gods vessels of love to me. And Chris, I couldnt have done this booknor anything else in my lifewithout you.

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 and Give and Take

Denise Lee Yohn hit a home run with her first book, What Great Brands Do. Now shes 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, The New One Minute Manager,
Coeditor, Servant Leadership in Action

Denise Lee Yohns FUSION should be on every business leaders reading list. It provides the much-needed antidote to the culture and leadership crisis corporate America is experiencing.

Marshall Goldsmith, Thinkers50
#1 Leadership Thinker in the World

Denise Lee Yohns 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

Denise Lee Yohn is back with another breakthrough! FUSION cracks the code on culture-building and reveals how outstanding companies use their corporate cultures as a competitive advantage. Its a must-read!

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

Few really know how to create an outstanding corporate culture. Denise Lee Yohn takes you behind the scenes at some of the worlds 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 based on ideas-based leadership cultures.