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.
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After struggling for years to overcome this confusion, the U.S.-based affiliate organization decided two years ago to change its name from Christian Children's Fund to ChildFund International to better align itself with its alliance.
"The desire was really to build a global brand that represented all of us," says Anne Goddard, president and CEO of ChildFund International.
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Abny Santicola
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