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.
"The mission has broadened considerably over the years," Goddard says. "Now we feel this name, with the alliance that was only formed in 2002, really represents the true breadth of the organization. So it wasn't as much moving away from something as moving toward something.
"We were a global organization, ?but we didn't have a global brand," she continues. "So the driver was to become that one ?organization with one name that we could represent as a global brand to our public and supporters."
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