The group was made up of ETH alumni who noted that while the university provided them with an excel-lent education for a small tuition fee, an emotional connection to the institution was largely lacking dur-ing their study time. This made it more difficult to continue feeling connected upon completing their stud-ies. The ETH Circle could be an important vehicle to reinforce pride in ETH. In addition, it could serve ETH as a way to tap into an interdisciplinary group of people with shared values, committed to the mis-sion of the university. The ETH Circle should support ETH’s global branding efforts, benefitting not only ETH, but Switzerland as a whole.