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.
"Fortunately, he's in my house, and I was able to explain to him what was going on," Pressendo says. "But how many other people did we do that with who might have thought that we sold their name to some other entity? You know, you called in response to a Christian Children's Fund television spot and chose to sponsor a kid in one of our alliance member countries, and so you [received] materials that were inconsistently branded."
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