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Chapter Overview
Chapter 1: What’s in it for me? Harness the power of fusing brand with culture.
Chapter 2: When a company’s external brand merges with its internal culture, you get fusion.
Chapter 3: Fusion begins with the identification of your company’s purpose and the articulation of its core values.
Chapter 4: Find your core values by identifying your brand type and track them by conducting a culture audit.
Chapter 5: Leadership is central to brand–culture fusion.
Chapter 6: Establish the culture you desire by structuring your company intelligently.
Chapter 7: Get closer to brand–culture fusion by aligning employee experience with customer experience.
Chapter 8: Nurture company culture with rituals and artifacts.
Chapter 9: Engage employees with your brand until brand and culture become one.
Chapter 10: Build brand identity by leveraging company culture.
Description
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.
Who Should Listen
- Managers, business experts and consultants
- Branding and human-resources employees
- Leaders curious to know how strong culture can propel a business to new heights