Fusion : how integrating brand and culture powers the world's greatest companies
By: Yohn, Denise Lee
Material type: BookPublisher: Boston, MA : Nicholas Brealey Publishing, c2018.Description: xxvi, 214 p. : ill. ; 25 cm.ISBN: 9781473676985Subject(s): Branding (Marketing) | Advertising -- Social aspects | Brand name productsDDC classification: 658.827 YO FUItem type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.827 YO FU (Browse shelf) | Available | July2018 | T0060015 |
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658.827 YO BR Brand media strategy : integrated communications planning in the digital era / | 658.827 YO BR Brand media strategy : integrated communications planning in the digital era / | 658.827 YO BR Brand media strategy : integrated communications planning in the digital era / | 658.827 YO FU Fusion : | 658.827 YO WH What great brands do : the seven brand-building principles that separate the best from the rest | 658.827019 GA BR Brand psychology : consumer perceptions, corporate reputations | 658.82702854678 RO DI Digital branding : |
In FUSION, Denise Lee Yohn examines some of the world's greatest organizations and reverse-engineers their greatness - specifically how they've integrated what's on the inside (culture) with what's on the outside (brand) for remarkable results.
Through detailed case studies, interviews with industry leaders, findings from respected academic research and drawing on her own experience working with extraordinary brands across a broad range of sectors, Denise shows how great companies achieve the brand-culture fusion that creates extraordinary results and growth. FUSION is for those with responsibility and oversight for the core operations of their business (C-Suite and line managers) who also set the tone and direction for their companies. The book includes access to Denise's proprietary online assessment for determining how close to or how far from brand/culture integration a company is and a blueprint for achieving brand-culture fusion.