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Book review: Compliance lessons of fusing brand and culture

Richard Bistrong | September 5, 2018

When I started My Compliance Library column, I wanted to have a certain amount of “randomness” around the books I selected, which so far have covered works addressing behavioral risk and corruption in China. In this edition, I will share my reflections on a book I recently read that had a major impact on how I view the relationship between branding and compliance. That probably doesn’t sound intuitive, but author Denise Lee Yohn, in a wonderful work, “Fusion, How Integrating Brand and Culture Powers the World’s Greatest Companies,” sets out a compelling proposition on how we can inspire our employees, just as much as our customers, in our branding initiatives.

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As she shares in her introduction, brand-culture fusion is the “full integration and alignment of external brand identity and internal organizational culture.” And if you think that’s already a given in your organization, according to research that Yohn shares by...

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