who we are.
Years ago, we introduced branding as a professional discipline to Nigeria, publishing the nation’s first research-based brand report, the Alder Brand Report. That spawned a new industry and transformed members of the advertising industry into brand communication companies. Before long, the corporate landscape became refurbished with new logos and corporate identity displays. At Alder, we believe that branding is not corporate identity. Corporate identity is a brand expression, much like advertising is brand communication.
“Years ago, we introduced branding as a professional discipline to Nigeria, publishing the nation’s first research-based brand report, the Alder Brand Report.”
We also re-invented the professional landscape- the first brand manager in the service sector was appointed by us for a bank client. Today, there are few corporate affairs managers and mostly brand managers.
We then introduced a quaint expression into the corporate lexicon called ‘acculturation’. This was our culture program for new and reinvented brands. This program has come to stay as many brand consultants now hold acculturation sessions during their branding programs. Because of our work, newspapers created brand sections and a slew of specialty magazines focused on branding emerged. Such is the power of ideas.
meet the senior team.
Our team draws on broad industry experience and networks to create the most powerful outcomes for our clients.
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