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 answer was simple, actually. And, luckily, Pressendo, vice president of global marketing and strategic resources at the organization, which is now called ChildFund International, was able to explain it. CCF, at that time, operated programs in more than 30 countries via affiliates like ChildFund Cambodia. In fact, ChildFund Cambodia and ChildFund International, the U.S. affiliate, are ?two of 12 organizations scattered across the globe that are part of the ChildFund Alliance, a partnership of affiliates all with the same mission that operate almost as international chapters of the same organization.
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