Despite a consistent record of beating teams from so-called NCAA “power conferences”, the A-10 was still perceived as a “mid-major.” After immersing ourselves in the brand, and interviewing all 19 university presidents and athletic directors, we realized that what binds A-10 teams together is the belief that wins can only be earned through hard work. Our repositioning would herald the end of basketball dynasties resting on their laurels with the idea, “Winning championships is a workright, not a birthright.” Carefully harnessing all 19 member school’s various social channels, we were able to garner a huge number of media impressions.