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FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies de Denise Lee Yohn

FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies

Autor Denise Lee Yohn
en Limba Engleză Paperback – 21 ian 2021

Problema fundamentală cu care se confruntă liderii de business astăzi este ruptura dintre promisiunea brandului și realitatea culturii organizaționale. Recomandăm FUSION ca pe un manual strategic riguros care demonstrează că succesul sustenabil nu vine dintr-o campanie de marketing creativă, ci din alinierea perfectă a ceea ce se întâmplă în interiorul companiei cu ceea ce vede clientul la exterior. Considerăm că abordarea lui Denise Lee Yohn este una orientată spre rezultate palpabile, refuzând să trateze cultura ca pe un concept abstract de resurse umane.

Cititorul care a aplicat deja ideile de eficiență din What Great Brands Do va găsi aici piesa lipsă din puzzle: mecanismul prin care valorile interne devin motorul creșterii externe. În timp ce Brand Fusion de Tom Williams pune accent pe scopul social și sustenabilitate, FUSION se concentrează pe execuția operațională, oferind un plan de acțiune (blueprint) și un instrument de evaluare online pentru a măsura integritatea organizației. Autoarea analizează organizații de talie mondială, precum Sony sau Facebook, pentru a „reproiecta” succesul acestora, arătând cum integrarea funcțiilor de C-Suite cu managementul de linie poate transforma o cultură mediocră într-un avantaj competitiv.

Spre deosebire de alte lucrări de strategie, această carte de la John Murray Press este un ghid pragmatic pentru cei care au responsabilitatea direcției de business. Nu este doar despre branding, ci despre cum să faci ca brandul să fie trăit de fiecare angajat, transformând identitatea vizuală într-o realitate operațională cotidiană.

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Specificații

ISBN-13: 9781529359121
ISBN-10: 1529359120
Pagini: 240
Dimensiuni: 126 x 196 x 20 mm
Greutate: 0.22 kg
Editura: John Murray Press
Colecția John Murray Business
Locul publicării:London, United Kingdom

De ce să citești această carte

Recomandăm această carte liderilor din C-Suite și managerilor care doresc să elimine discrepanța dintre imaginea publică a firmei și mediul de lucru intern. Cititorul va câștiga un cadru de lucru structurat și acces la un instrument de diagnosticare unic, învățând să transforme cultura organizațională dintr-un cost într-un activ strategic care generează profit și loialitate.

Descriere

'Leaders everywhere are trying to build great brands, but few realise how powerfully brands are shaped by the cultures of their organizations. This compelling book shows how.' -Adam Grant, New York Times bestselling author of Originals and Give and Take

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.

Recenzii

Leaders everywhere are trying to build great brands, but few realise how powerfully brands are shaped by the cultures of their organizations. This compelling book shows how.
Denise Lee Yohn hit a home run with her first book, What Great Brands Do. Now she's 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!
Denise Lee Yohn's FUSION should be on every business leader's reading list. It provides the much-needed antidote to the culture and leadership crisis.
Denise Lee Yohn's extensive research, insightful analysis, and gift of storytelling make FUSION a practical and inspiring guide to building a great brand and a great culture.
Denise Lee Yohn is back with another breakthrough! Her first book, What Great Brands Do, challenged us to think differently about brand-building. Now FUSION cracks the code on culture-building and reveals how outstanding companies use their corporate cultures as a competitive advantage. It's a must-read!
Everyone wants to their company to be a great place to work, but few really know how to create an outstanding corporate culture. Denise Lee Yohn takes you behind the scenes at some of the world's greatest organizations and pulls the curtain back on the strategies that enable them to attract and motivate the best talent.
I have spent a lifetime creating and building brands based on Ideas-based leadership cultures. FUSION explains it all. Bravo Denise.
The relationship between internal and external brands and culture is a relevant topic which Denise Lee Yohn has thoroughly explored. FUSION presents great ideas and examples that can provide any leader or company an opportunity to rethink the way they go to market.
Denise Lee Yohn has an uncanny knack for pulling the curtain back on the strategies that enable today's most-successful companies to consistently produce market-leading results. If you're an executive or leader who wants to take your organization to the very top, then you owe it to yourself to read this book and then share the lessons you learn with your team.
FUSION, tackles one of the most important and surprising aspects of a strong brand: company culture. Yohn builds a compelling case that will make leaders everywhere want to achieve brand-culture fusion. Highly-recommended!