Fusion Buchzusammenfassung - das Wichtigste aus Fusion

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Zusammenfassung von Fusion

Name: Fusion
Rating: 4.4 (17 reviews)
Author: Denise Lee Yohn

Denise Lee Yohn

How Integrating Brand and Culture Powers the World’s Greatest Companies

4.4 (17 Bewertungen)

24 Min.

Kurz zusammengefasst

Fusion by Denise Lee Yohn is a guide to successful brand integration after company mergers. It emphasizes the importance of prioritizing corporate culture and outlines a step-by-step process for creating a seamless fusion of brands.

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What’s in it for me? Harness the power of fusing brand with culture.

There’s a subtle rift in the business world. On the one hand, you’ve got firms that believe success is a matter of strong company culture. On the other, there are organizations that put utter faith in the strength of their brand.

In today’s dog-eat-dog market, it’s crucial to stay ahead of the curve and make the right choices. So what should you bet on – brand or culture?

Well, the giants of the business world know that this is a false dilemma. The true answer is to fuse the two together.

If you can combine your brand and your culture into a seamless whole, you’ll release company power like you’ve never seen before. From identifying core values to pinpointing company purpose, conducting a culture audit to engaging in rituals, these blinks will lead you through the fusion process and help you harness the energy it’ll release.

These blinks also reveal

the price Volkswagen paid for its poor culture–brand alignment;
part of Airbnb’s recipe for success; and
how Amazon leverages Darwinism.

When a company’s external brand merges with its internal culture, you get fusion.

All light on earth, and very nearly all heat, is generated by a star that’s almost 100 million miles away: the sun. It takes astronomical amounts of energy to produce such heat and brightness, and yet the sun, like a cosmic light bulb, remains undimmed despite billions of years of burning. So where does this energy come from?

The answer is simple: nuclear fusion. When the nuclei of two separate atoms fuse and become one – in the sun’s case, hydrogen nuclei are constantly fusing, thus forming helium – a massive amount of energy is released.

But the power of fusion isn’t limited to physics and the energy production of celestial bodies. It can also be applied to business.

For most businesses, company brand and company culture are distinct – two atoms that, though close to one another, never fully merge. Such businesses may do well enough, but they won’t achieve cosmic success until they move beyond this model and harness the power of brand–culture fusion.

Amazon, a star-like company if ever there was one, uses fusion to maintain its position at the center of the consumer-goods universe.

How so, you ask?

Well, think about what defines Amazon’s external brand. It’s famous for its ruthless pursuit of innovative ways to provide a superior customer experience, right?

Now think about its internal culture. Amazon isn’t shy about broadcasting its rough-and-tumble modus operandi, using words like “bruising,” “relentless” and “burn and churn” to describe its approach to internal processes.

It’s certainly survival of the fittest at Amazon, which isn’t an ideal environment for everyone, and yet this interior culture of “purposeful Darwinism” is as tactical as it is taxing. Indeed, it aligns exactly with Amazon’s external brand: they will relentlessly pursue opportunities to deliver the superior customer experiences that their brand promises, creating the brand–culture fusion that generates the company’s sun-like power.

The fusion of brand and culture guarantees three major benefits:

First, it aligns your employees by making the company objective crystal clear. With everyone pursuing this objective, and no one working at cross-purposes, your company’s efficiency will improve significantly.

Second, it gives you a competitive edge. The competition may be able to imitate what you do (which is a matter of branding), but they’ll have a harder time reproducing how you do it, let alone why, since these are about culture.

Third, by making your company inimitable, brand–culture fusion also makes it authentic – and authenticity is what will give you credibility in the eyes of your customers.

Fusion begins with the identification of your company’s purpose and the articulation of its core values.

“Just Do It.” The words alone conjure images of fleet-footed athletes, their Nike-shod feet pounding the asphalt or the track – people who, equipped with the right footwear, don’t merely think about pursuing their athletic dreams. They do it.

We all know this slogan because it perfectly fuses Nike’s brand and culture. That is, it takes Nike’s internal culture, which is fueled by founder Phil Knight’s belief that, if everyone “ran a few miles every day, the world would be a better place,” and externalizes it with a pithy and powerful brand message: “Just Do It.”

Find your core values by identifying your brand type and track them by conducting a culture audit.

If you want to construct a bridge, you’ve got to know a thing or two about the land you’re building on. If you don’t, the bridge will probably collapse. So, before you begin construction on the bridge that is your core values, let’s assess the terrain being bridged – that is, your external brand and your internal culture.

First, you’ve got to identify your brand type.

Leadership is central to brand–culture fusion.

For the nuclei of two atoms to fuse, there must be a great deal of heat. And, in the realm of business, that heat is provided by leadership. So let’s consider two examples – one of leadership that led to a successful brand–culture fusion and one of leadership that simply wasn’t hot enough.

After the 2008 financial crisis, Ford Motor Company wasn’t doing well. Luckily, it was led by a fantastic CEO: Alan Mulally.

Establish the culture you desire by structuring your company intelligently.

Traditional business wisdom holds that company culture and company structure have little in common. Sure, a strong culture is good and nice – but it’s the “soft” side of business and has little to do with more solid matters, such as how a company ought to be structured and run.

But this approach is as outdated as it is ineffective. Today, it’s imperative that company culture and company structure combine to constitute a seamless whole.

Get closer to brand–culture fusion by aligning employee experience with customer experience.

In the first decade of the 2000s, a series of cosmic explosions lit up the business universe. These sky-shattering bursts gave birth to the companies that now dominate the corporate heavens, such as Facebook, Uber and Airbnb.

In order not to die out, some of these star-like companies have tapped into the power of brand–culture fusion. Airbnb is one of them.

Nurture company culture with rituals and artifacts.

Bwaaaaaam. The resonant tone of a conch-shell horn fills the room, and a man sporting a traditional Hawaiian outfit emerges and solemnly conducts a traditional blessing for the people assembled.

Thus commences the annual customer conference of Salesforce, a software company whose CEO, Marc Benioff, has a soft spot for Hawaiian culture.

Engage employees with your brand until brand and culture become one.

Rituals and artifacts are tools of engagement – they encourage employees to form a relationship with your brand. This is a great first step, but since employee engagement is central to brand–culture fusion, you’ll have to do more than encourage engagement. You’ll have to ensure it.

How? Well, let’s look at Mitchell International, a software company that successfully used one of the most effective techniques out there: the brand-engagement program.

Build brand identity by leveraging company culture.

Did you know that Patagonia, the outdoor apparel company, only uses 100-percent organic cotton? Or that its products incorporate recycled material? These internal decisions send a strong external message: Patagonia is committed to helping the environment.

Indeed, Yvon Chouinard, Patagonia’s founder, has championed the natural world since his business’s birth in 1973. And this culture of environmental commitment is perfectly fused with the company brand; indeed, it’s what defines Patagonia’s identity.

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Worum geht es in Fusion?

Fusion (2018) advises businesses to bring together two corporate realms that are often regarded as separate: brand and culture. If fused into one, these two areas can create a new and powerful driving force in any business.

Bestes Zitat aus Fusion

A leader functions like a rocket booster for the rest of the company.

—Denise Lee Yohn

Wer Fusion lesen sollte

Managers, business experts and consultants
Branding and human-resources employees
Leaders curious to know how strong culture can propel a business to new heights

Über den Autor

Denise Lee Yohn, a brand-building and brand-leadership expert, is a business consultant, keynote speaker and influential business author. A regular contributor to Harvard Business Review and Forbes, she is also the author of What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest.

Kategorien mit Fusion

Marketing & Vertrieb Unternehmenskultur

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