The Wealth of Modern Nations

In 2003, Alder developed a seminal policy document titled, Wealth of Modern Nations (WOMON) - a progression of Adam Smith’s treatise, Wealth of Nations, and an exploration of the impact of brands on national development & economic advancement.

The document contained a comparative analysis of the productivity of nations relative to the wealth generated by brands. It also proffered a road map for the development, promotion & export of indigenous brands and the institution of international standards.

To make the information accessible, we printed hundreds of high quality print copies and distributed them free to government functionaries and CEOs. We also made the document freely available on our website.

WOMON sparked considerable interest and already the information contained in the document has been incorporated into the conceptual framework of the Heart of Africa Project. (See case study on the Heart of Africa Project). The information has also impacted the Nigerian Film Industry (the 3rd largest in the world), providing statistical data to support the critical role of this brand asset in Nigeria’s economic development.