Fusion

RECOMMENDATION
Successful organizations create the right corporate culture and 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,” uniting 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 and details how these firms embraced the challenges of brand building and culture and understood how to merge them. LetsRead recommends her well-researched book to culture executives, branding executives, business students, investors, consultants and entrepreneurs.

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