Fusion by Yohn, Denise Lee -- Read -- Imperial Library of Trantor

Index

COVER TITLE PAGE COPYRIGHT PAGE CONTENTS PRAISE FOR FUSION ACKNOWLEDGMENTS INTRODUCTION. Great Companies Are Powered by Brand-Culture Fusion

The Unsung Drivers of Business The Power of Fusion Why Companies Fail to Build Great Brands and Cultivate Great Cultures A Blueprint for Brand-Culture Fusion Every Organization Needs Fusion Lead Your Fusion

PART 1: THE FOUNDATIONS OF BRAND-CULTURE FUSION

Chapter 1. Set Your Sole Purpose and Core Values

Overarching Purpose: Your “Why” Core Values: Your “How” Unify Your Organization The Cornerstones of Culture

Chapter 2. Assess Your Brand-Culture Fusion

Identify Your Brand Type Determine the Values You Need Assess the State of Your Brand-Culture Fusion Capture Your Company’s Uniqueness

Chapter 3. Lead the Change

Different Culture, Different Outcome Communicate, Communicate, Communicate Actions Speak Louder than Words Engage Every Leader Reinforce Your Culture with the Right People Decisions Brand-Culture Fusion Starts with You

PART 2: FIVE STRATEGIES TO ACHIEVE FUSION

Chapter 4. Organize and Operate On-Brand

From Talking about Culture to Operationalizing It Design Your Organization Deliberately Align Your “What” with Your “Why” and “How” Inspect Your Brand Touchpoints Culture Is Not “Soft Stuff”

Chapter 5. Create Culture-Changing Employee Experiences

What Is EX? Make EX a Priority Design Your EX in Four Steps Craft an EX that Is Right for You Get Employees Involved Integrate Your EX with Your CX Fuel Fusion with EX

Chapter 6. Sweat the Small Stuff

Give Your Culture Life through Rituals Make Your Culture Visible through Artifacts Promote Your Culture through Policies and Procedures Design Every Detail

Chapter 7. Ignite Your Transformation

Employee Brand Engagement Creates Culture Change Stage Great Employee Brand Engagement Experiences Carefully Craft Communications Campaigns Develop Toolkits for Ongoing Engagement A Worthy Investment

Chapter 8. Build Your Brand from the Inside Out

Put Your Purpose into Action Leverage Your Values to Re-Define Your Brand Showcase Your Culture to Differentiate Your Brand Transform Your Brand and Culture Together

CONCLUSION. The Journey to Brand-Culture Fusion END NOTES ABOUT THE AUTHOR INDEX