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 majority of the children the organization serves and the majority of the people serving the organization aren't from the United States, but more than 60 percent of its supporters are, which Pressendo says made it critically important for the organization to establish not just a name but a brand that's globally relevant.
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