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Friday, February 11, 2011

Pocket Hercules Builds New Brand Architecture for International Fraternity Phi Delta Theta

Phi Delta Theta, an international fraternity with 165 active chapters in 41 states and five Canadian provinces, has selected Pocket Hercules, a Minneapolis-based brand marketing firm to build a new brand architecture for the Phi Delta Theta brand.

Based in Oxford, Ohio, across the street from the campus of Miami University of Ohio where it was founded in 1848, Phi Delta Theta serves more than 235,000 members and 160,000 living alumni. Phi Delta Theta members have included international business leaders of Fortune 500 corporations and major nonprofits, national public office holders, influential journalists, and entertainers. One of its most famous alum includes astronaut Neil Armstrong, who took a Phi Delta Theta pin with him when he became the first person to walk on the Moon.

Pocket Hercules is assisting Phi Delta Theta with redeveloping its brand in light of one of the greatest growth spurts in the history of the 163-year-old fraternity. A growth spurt that Scott Mietchen, the Fraternity’s General Council President, says is due to its groundbreaking decision made by this Greek fraternal organization more than 10 years ago, when it decided to eliminate alcohol from its chapter houses across North America.

“Phi Delta Theta chose to return the focus of the Fraternity to its founding principles in the face of growing concerns and evidence concerning alcohol abuse (and related problems) on college campuses across the country,” said Jack Supple, managing director of Pocket Hercules, “They made the tough decision to do the right thing and to blaze a new trail for college fraternities. Ten years later, Phi Delta Theta is stronger than ever offering its members a unique fraternal experience that emphasizes academic performance, lifetime fellowship, and values-based leadership -- all the ingredients that young men need to succeed and live with integrity in today’s complex world.”

Pocket Hercules’ work will include developing a new brand platform and provide the strategic direction to communicate the new Phi Delta Theta brand across multiple media platforms, including traditional, social and mobile media. The new brand platform will be essential for Phi Delta Theta to accelerate membership growth and continue to reconnect with alumni.

“The intent of focusing our brand is to capture the spirit of today’s Phi Delta Theta,” added Mietchen. “There’s a huge demand for the type of values-based, leadership-driven fraternity experience that we offer. We believe Pocket Hercules, which has a track record of branding for enthusiast groups, has the strategic and creative energy to help us communicate the essence of who we are and what we stand