In her position as global brand manager for World Vision, Ellen worked with Ann Bradford, a brand and marketing strategist with Lyric Inc. of Seattle, to craft the global positioning for this large NGO. The work was based on the foundation of their core documents and emerging Partnership Strategy.
The exercise of defining the target audience, category of comparison and the primary reason to believe took over a year and involved research, surveys, analysis, three international gatherings and a good deal of networking.