The Heart of Africa Project was conceptualised as a programme for Nigeria’s image management and progression. Its primary objective was to promote Nigeria’s national brand assets while addressing the brand eroders confronting the nation.
The Heart of Africa Project was a comprehensive branding programme developed by Alder for the Nigerian Government. The programme began with rigorous research which identified a dozen national brand assets that could be successfully promoted (including personality and business brands). A brand policy framework was crafted and presented to the Nigerian Federal Executive Council (presided over by the President of Nigeria), in collaboration with the Federal Ministry of Information.
The brand policy framework was adopted by the Council and support was elicited from the National Council of State, Ambassadors, Business Leaders, The Police Force and the Legislature. A Business Support Group was instituted by the President to champion private sector participation in the project.