Alder is an ideas & branding corporation focused on business and nation development. We have an established presence in Africa and in the United Kingdom as well as strategic partnerships in other key markets.
First there was Alder 1.0...
Alder Consulting was founded by Mr. Leke Alder in 1996. We are a vision forward organisation. As an ideas & branding corporation, we have come to be defined by the quality of ideas we've developed, both for our clients and our home country, Nigeria.
We use ideas to transform nations and redefine the socio-political environment we operate in. Only a few years ago we introduced branding as a professional discipline to Nigeria. 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.
We also re-invented the professional landscape as well. The first brand manager in the service sector was appointed by us for a bank client. Today, there are few corporate affairs managers. They are mostly brand managers.
We then introduced a quaint expression into the corporate lexicon called 'acculturation'. This was our culture program for new or reinvented brands. This program has come to stay as many brand consultants now hold acculturation sessions as part of 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 our work and with that, we concluded Alder 1.0.
Then came Alder 2.0...
We launched Alder 2.0 by focusing on the branding of nations. We conceptualised the Nigeria Image Project aka Heart of Africa Project. We successfully sold the program to the Nigerian Government, bringing to their attention the enormous image challenges Nigeria faced. We developed a strategic blueprint for the branding of Nigeria, working with various government parastatals and departments. We consulted for Ministries of the Federal Government, executing projects on 5 continents including China, Canada, South Africa, the US and UK. We launched internal campaigns against Nigeria’s brand eroders such as advance fee fraud aka 419, and corruption. We then trained Government personnel on their role in the project, holding workshops in the Federal Capital and inviting professors from leading international universities to train civil servants. Our focus has always been institutional with a focus on the economy.
Welcome to Alder 3.0.
Recently we launched another instalment in our grand vision - Alder 3.0. In this dispensation, we are extending the brand frontier by launching a slew of specialised services to transform the economic landscape. Under this program, we shall be partnering with the financial services sector (and other sectors) to transform the Nigerian environment and create value. As with all our work, the effect will soon be felt. We will build on our pioneering brand research and brand rating work as encapsulated in the Alder Brand Report, first introduced in 2001. We shall also provide the following services: Brand Valuation; International Brand Promotion; e-Brand Marketing; Brand Assurance; Specialised Capital Market Services and Brand Export Marketing.
As a transformative agent, we must also be transformed. So, our mission and values have been revised to meet the challenges of our aspiration.