What's in a Name?
A lot, found ChildFund International. To dispel misconceptions and better communicate the global scope of its brand, the 70-year-old organization recently embarked on a brand makeover that has invigorated staff and donors alike.
After the letter went out, Goddard says the organization fielded a lot of questions, everything from whether the rebrand would change the organization's structure to whether staff members were going to lose jobs because of streamlining. Some people wanted to talk to board members, some wanted to talk to Goddard, and some talked to frontline staff answering the phones.
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