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 trouble was, as the story of Pressendo's son shows, from a name standpoint, there was no consistent link between individual affiliates and ChildFund Alliance — or to one another, for that matter. Affiliate names included ChildFund Australia, Christian Children's Fund of Canada, BORNEfonden (Denmark), Un Enfant Par La Main (France), Barnfonden (Sweden), and Taiwan Fund for Children and Families, to name a few.
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