In my new book FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies, I explain that brand-culture fusion — the full integration and alignment of external brand identity and internal organizational culture — explains the success of the world’s greatest companies including the ones we’ve admired for years such as Southwest Airlines and Starbucks as well as the ones that have broken through more recently including Amazon and Airbnb. But initial results from the
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This post first appeared on Futurelab Marketing & Strategy Innovation, please read the originial post: here