Brands can be extremely well known and yet not well understood.
That's the hard lesson Make-A-Wish International learned from its research, John Vranas, the charity's chief development and marketing officer, told attendees at the Digital Summit Phoenix 2018.
Make-A-Wish's mission is to grant the wishes of children who have cancer. Founded in 1980 by volunteers in Phoenix who wanted to help a terminally ill boy live out his dream of being a policeman, Make-A-Wish has grown into an international charity with offices in 42 countries. It now grants 30,000 wishes a year...