Through brand workshops, it became obvious that Lambda Chi wasn’t just another brotherhood. The truth was, it had staked its flag – solidly – to being committed to cultivating high-character men. Our research found that Lambda Chi was uniquely positioned to add value that parents and institutions sought by contributing to a well-rounded education, the programming to cultivate lifelong leadership and the reasons to belong that resonated with potential members.
There was a gap in the Greek System. It was our job to help Lambda Chi – and all 200,000 members – fully realize they were about more than better men, but about building a bolder, better world.