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, 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.
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.