ESCP Europe

For several years, companies like Google, Starbucks, and Southwest have stood out by ranking among the most admired brands. Their secret? A strong alignment between their internal culture and brand identity—even if they don’t always label it that way. Denise Lee Yohn highlights this strategy in her book FUSION. She demonstrates that while brand and culture are powerful on their own, they become truly transformative when fused together. Through real-world examples from companies like Amazon and Nike, she offers a roadmap to boost performance, engagement, and long-term organizational success.