The second workshop was hosted by ETH Circle Member Martin Dahinden at the Residence of the Swiss Ambassador to the US. The group debated some of the challenges the project might face going forward. Brand perception was noted to be key: not a lot of people outside of Switzerland know what ETH is. They are unaware of its association to Einstein and the great science coming out of the universi-ty, and they don’t recognise its logo. The group compared and contrasted alumni relationships at ETH with US universities, noting it would be interesting to explore replicating some aspects, while keeping in mind the “Swissness” of ETH.