What is the overarching purpose and core values that companies like Volkswagen leverage for brand and culture fusion?

Companies can rethink their core operations and organizational design to better fuse their brand and culture by finding an overarching purpose and core values. They can intentionally design the employee experience, corporate rituals, and routines. These changes can lead to competitive advantages, as seen in case studies from companies like Nike, Netflix, FedEx, LinkedIn, Amazon, Ford, and Volkswagen.

Companies can maintain their market dominance through the fusion of brand and culture by finding an overarching purpose and core values. This can be achieved by re-thinking core operations and organizational design, intentional design of employee experience, corporate rituals, routines, and more. Case studies from companies like Nike, Netflix, FedEx, LinkedIn, Amazon, Ford, Volkswagen, and many others show that their competitive advantage, incredible turnarounds, and even fantastic downfalls are all rooted in their success or failure to fuse brand and culture.

Companies can intentionally design their employee experience to better fuse their brand and culture in several ways. They can start by finding an overarching purpose and core values, which serve as the foundation of brand and culture fusion. They can then rethink their core operations and organizational design to align with these values. Additionally, they can design corporate rituals and routines that reflect their brand and culture. Furthermore, they can ensure that every aspect of the employee experience, from onboarding to daily work routines, reflects the brand and culture.