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how ch2m made brand 
the yin to strategy’s yang 
Kasey Hurlbutt 
CH2M HILL 
Global Brand Manager 
Kasey 
Hurlbu, 
@kaseyhurlbu,
building the business case
define the problem
gather data
divorce brand from “marketing 
vs. talent” mindset 
Sinek, Simon. Start With Why. 2011
know what makes your audience tick 
top line bottom line recruitment retention 
Sales 
Marketing 
Communications 
Corporate 
Development 
Business Units (P&Ls) 
Finance & Accounting 
Regions 
Legal 
Talent acquisition, 
Front-line managers 
HR 
Learning & 
development 
Front-line 
managers,
make brand the yin to strategy’s yang 
bottom line 
recruitment 
retention 
top line
quick wins, lessons & in the 
works
partnership pays
calibrate your expectations
keep changing the game
Q&A 
Kasey Hurlbutt 
CH2M HILL 
Global Brand Manager 
Kasey 
Hurlbu, 
@kaseyhurlbu,

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Making Brand the Yin to Strategy’s Yang | Webcast