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Cb CORPORATE BRANDING
Corporate Branding Service Brochure
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Cb CORPORATE BRANDING
Corporate Branding Service Brochure
corporate branding01 nation branding02 personality branding03 SME branding04
Alder Service Overview 5 1
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BRAND DEVELOPMENT
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INTERNATIONAL BRAND PROMOTION
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e-BRAND MARKETING
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Ebs EXPORT BRANDING SERVICES
BRAND VALUATION
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Br BRAND RATING
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Ims INVESTOR MARKETING SERVICES
GOVERNMENT, POLICY & POLITICAL SERVICES
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eB e-BRAND MARKETING
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RESEARCH SERVICES
EXPORT BRANDING SERVICES
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BRAND CERTIFICATION
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NATION BRANDING
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PERSONALITY BRANDING
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BRAND DEVELOPMENT
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INTERNATIONAL BRAND PROMOTION
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eB e-BRAND MARKETING
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GOVERNMENT POLICY & POLITICAL SERVICES
IDEA DEVELOPMENT & OPPORTUNITY MAPPING
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BRAND DEVELOPMENT
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SME BRANDING
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IDEA DEVELOPMENT & OPPORTUNITY MAPPING
CELEBRITY BRAND VALUATION
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ENTERPRISE 500 PUBLISHING
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CREATRIX INVENTORY
RESEARCH SERVICES
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GOVERNANCE 500
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BRAND DEVELOPMENT
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IDEA DEVELOPMENT & OPPORTUNITY MAPPING
CORPORATE BRANDING
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Ci CREATRIX INVENTORY
INTERNATIONAL BRAND PROMOTION
Alder Consulting is an ideas and branding corporation focused on business and nation development. We have an established presence in Africa & the United Kingdom as well as strategic partnerships in other key markets. Alder Corporate Branding Service | 1
Mission Our mission is three-fold:
Clients We help our clients expand horizons, realise visions and improve bottom lines.
Society We believe in the worth of the human. We dedicate our resources to alleviating the lot of the poor, taking care of the socially disadvantaged and maximising human potential.
Nation We progress nation development through our ideas, policy contributions, programmes and intellectual assets. Alder Corporate Branding Service | 3
Corporate Branding Modules 5 1
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Cb CORPORATE BRANDING
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BRAND DEVELOPMENT
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IDEA DEVELOPMENT & OPPORTUNITY MAPPING
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Ims INVESTOR MARKETING SERVICES
INTERNATIONAL BRAND PROMOTION
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Ebs
Bv
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EXPORT BRANDING SERVICES
BRAND VALUATION
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Bc
BRAND CERTIFICATION
Alder Corporate Branding Service | 7
Ibp
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eB e-BRAND MARKETING
Br BRAND RATING
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Rs RESEARCH SERVICES
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Ci CREATRIX INVENTORY
In a nutshell... We develop corporate
We develop and
brand strategy.
execute marketing communication campaigns.
We develop branded websites.
We provide strategic branding & communication services for companies interested in accessing the money markets and capital markets.
We design visual identities: Logos, trademarks, corporate function materials etc.
We provide branding and communication services for companies interested in international markets
We innovate ideas and
We conduct brand
We measure the
develop new products.
research
brand valueof corporate & product assets.
We provide brand ratings for organisations, sectors and industries.
We provide assessment tools to measure the entrepreneurial and creative abilities of organisations.
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Creatrix Inventory
CREATRIX INVENTORY
The Creatrix Inventory is a special product from Alder Consulting. It is an entrepreneurship assessment tool, licensed from Creatrix Inventory Inc, USA. It helps organisations to assess the entrepreneurial capacity of their staff by measuring creative abilities and attitudes towards risk. In doing so, a profile of the aggregate entrepreneurial capacity of a unit or organisation can be developed. The Creatrix Inventory is an invaluable tool for: - Organisations seeking to ascertain whether they possess the HR capacity to deliver on specific vision objectives - Organisations undergoing corporate reinvention - Organisations involved in mergers and acquisitions The Creatrix Inventory will profile the strengths and weaknesses of an organisation’s HR and may be used as a guide to determine the type of staff, partnership or Joint Venture that may be required by a company to achieve its goals.
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Case Studies
Guaranty Trust Bank Brand Development | Idea Development & Opportunity Mapping | e-Brand Marketing International Brand Promotion | Research Services
First Bank Established 1894
Project Implementation | Brand Development Idea Development & Opportunity Mapping
Suburban West Africa Brand Development | Idea Development & Opportunity Mapping e-Brand Marketing | Research Services
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Guaranty Trust Bank
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Brand Development
Marketing Strategy & Communication When Guaranty Trust Bank (GTBank) desired a new marketing programme to promote its brand, Alder designed a campaign to augment the Bank's mind share and cement its leadership role in Nigeria and the rest of West Africa. The campaign was crafted to reinforce the Bank's positioning as an iconic brand. (GTBank reinvented the concept of service in the Nigerian banking industry, when it began operations in 1991).
Orange Rules Box
A marketing strategy was developed to project Guaranty Trust Bank's dominant position and brand elements (colours & logo). The campaign was tagged "Orange Rules" - a 3 pronged reference to the Bank's corporate colour, industry dominance and the 8 "rules" or principles that define the Bank's brand (Simplicity, Professionalism, Service, Friendliness, Excellence, Trustworthiness, Social Responsibility & Innovation). To launch the campaign, special large-size boxes in the shape of Guaranty Trust Bank's logo (and with the Orange Rules printed on them) were place at strategic points in the Bank's operational base - Lagos, the largest city in Nigeria. This promotion was followed by print, radio, TV, web banner and billboard ads. The Annual Report was designed using the Orange Rules theme. For the report, a specialty material was employed to make it distinct and unique. In 6 months, Guaranty Trust Bank became defined by the Orange Rules and has continually reinforced the Rules in its corporate communication through the years. Alder's services were retained under an annually renewed programme for brand strategy development and marketing communication for the corporate brand and products.
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Orange Rules Billboard
Annual Reports
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YEA RS
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AFRICA THE NEW FRONTIER
Guaranty Trust Bank plc Annual Report 2009
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Print Adverts
Orange Rules Adverts
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Print Adverts
Simplicity Advert Series
Nigeria
Gambia
Sierra Leone
Ghana
UK
Nigeria
Gambia
Sierra Leone
Ghana
UK
Nigeria
Gambia
Sierra Leone
Ghana
UK
Nigeria
Gambia
Sierra Leone
Ghana
UK
Nigeria
Gambia
Sierra Leone
Ghana
UK
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Idea Development & Opportunity Mapping | e-Brand Marketing
Adverts
CD
the place to be Asa
The Place to be by Asa
by
The new song that captures the essence of GTBank
Alder developed the idea for a corporate song that captured the brand essence of GTBank while democratising the Bank's values in the public domain. The artiste, Asa was proposed because she embodied the same values as the Bank and was best suited to articulate its culture and character in song. Alder led negotiations on behalf of GTBank and an inspired
the place to be Asa by
The new song that captures the essence of GTBank
theme song was recorded titled, The Place to Be. The Place to Be speaks of a place where noble ideals and character prevail; a place where people are free to explore their potential and attain great accomplishments. It speaks of Guaranty Trust Bank, an institution built on enduring professionalism, process simplicity and deep heritage. Copies of the song were made available to customers, the general public and press via an enhanced multimedia CD developed by Alder. The jingle and song were also distributed free on the Bank's website, third party websites and social networks. The public was encouraged to download the song to their phones and portable music players. (Social networks were used to popularise the URL link for the song). The song has been deployed on the Bank's ATMs and phone PABX as well as in the Bank's local and international subsidiaries.
First Corporate Stamps in Nigeria In celebration of GTBank's 20th anniversary, Alder Consulting conceptualised first-of-a-kind corporate postage stamps for the Bank. Applications for the stamps, including a possible use for the Bank's corporate annual report were developed. Alder negotiated production of the stamps and circulation with the Nigerian Postal Service. The stamps have been officially launched and are now in circulation locally and internationally.
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Commemorative Stamps
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International Brand Promotion
Cranfield University Case Study Alder facilitated a case study on Guaranty Trust Bank by Cranfield University, UK with a view to further studies on other Nigerian brands. The case study was distributed locally & internationally.
Research Services
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Alder provides ongoing brand tracking and intelligence for GTBank under its annual retainer. Quarterly reports are produced for the Bank that analyse the Bank's and competitors' marketing communication.
Guaranty Trust Bank UK
About Guaranty Trust Bank plc
Alder developed marketing strategies and materials for the
Guaranty Trust Bank plc is one of Nigeria's leading commercial banks
launch of GTBank's UK subsidiary. Aspects of the strategy
with subsidiaries in Ghana, Gambia, Sierra Leone, Liberia and the UK.
included the design of branding materials and adverts for London’s Heathrow Airport.
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First Bank
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Established 1894
When First Bank needed to deploy a new brand identity across over 300 branches, Alder was asked to develop and execute a comprehensive implementation plan. The Bank wanted to successfully launch its brand across multiple cities and at the same time, create publicity for its new logo and reorient staff.
Project Implementation
Alder developed a modular project implementation plan modelled after the London Underground. Deployment was done in batches based on the relative visibility, brand impact and corporate contribution of branches even though the branches were far apart in terms of location. Deployment began with the customisation and production of business and corporate function materials, including signages. Budgeting and contractor screening were coordinated by Alder. An advertising brief was scripted for the Bank's agency and strategic direction was provided.
About First Bank First Bank of Nigeria Plc is the largest financial group in Nigeria. It was also the first banking institution founded in Nigeria.
Acculturation
Brand Development
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An employee acculturation programme was implemented by Alder Consulting. 800 employees (including the Management & Board) were trained in 6 cities in Nigeria. Employee brand manuals & training manuals were developed and specially selected brand champions were trained to conduct continuous internal branding sessions across the Bank. Events Management The brand was launched in an elaborate ceremony conceptualised and planned by Alder. The event featured multimedia shows, a 3D walk-through of a concept branch, a special First Bank anthem and a mechanised model of the new logo.
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Suburban West Africa Events Consultation PR & Media Relations
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Brand Development
Project Implementation When Suburban wanted to celebrate its 10th
Alder consulted on four events in Suburban's week-long
anniversary and review its brand strategy, the
anniversary celebrations, advising on the format for the
organisation approached Alder. Suburban
events; providing design & marketing communication
required a new brand strategy to facilitate the
services; producing a documentary; providing PR & media
launch of its new products and increase its
services and conducting artiste negotiations.
market presence & customer base.
Invitation Cards Building capacity. Making communication better The Suburban 10th Anniversary
Your invitation
Suburban West Africa 10th Anniversary
Corporate Brochure
Entrepreneurship Seminar Suburban hosts a seminar for aspiring entrepreneurs
Your invitation
Suburban West Africa 10th Anniversary
Alder Corporate Branding Service | 23
Print Advert
2
Brand & Marketing Strategy Marketing Communication e-Brand Marketing
Print Adverts
A management strategy session was facilitated by Alder. At the session, Suburban’s products were stratified into 3 main areas: Core Technology, Enterprise Business Services and Consumer Products. The organisation's brand architecture was streamlined into a flexible house-ofbrands structure to accommodate the Group motherbrand, multiple subsidiaries and products. The vision, mission and values of the Group were then redefined in line with new brand aspirations. The positioning of the brand relative to competitors was examined and potential brand eroders were identified. A comprehensive marketing strategy was designed to communicate the character of the brand and its consumer oriented product suite. In particular, a dedicated plan was developed for the company's online solutions. Marketing messages & platforms were customised and an e-brand marketing campaign was created. Alder designed and produced print and electronic adverts, including a collection of customer testimonial videos.
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3
To drill down the brand essence and expectations to staff,
Social Strategy
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Acculturation
an acculturation session was designed and facilitated by Alder. At the session, the Legend of Suburban was presented by the founders. In addition, the brand fundamentals were presented using interactive sessions, audio-visual tools, case studies and role play. Employees
The organisation's Corporate Social
were given an opportunity to provide input into
Responsibility focus was fine-tuned to focus
organisational culture, product development and the
on e-learning, social empowerment through
mitigation of brand eroders. All the staff signed on to a
technology and an existing telemedicine
specially drafted pledge and an employee brand manual
project.
developed by Alder was distributed to staff.
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Branded Websites
Suburban Group’s website was re-scripted and the site map redesigned in line with the organisation's brand focus. Screen savers and email signatures were also customised for Suburban.
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Idea Development & Opportunity Mapping
Alder expanded the product bouquet for the organisation's online solutions; expanding the value proposition and scripting and producing the marketing material. A logo was developed for one of the products.
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Research Services
Alder executed a perception audit and
About Suburban West Africa
competitor mapping exercise as input into
Suburban built and operates one of the largest privately
strategy development. Critical stakeholders
owned IP backbones in West Africa as the primary route
were polled including customers and
for intercity and international links for telecom operators.
employees.
Credentials & References
Alder Consulting has a rich history of innovation in the branding industry. We introduced branding as a discipline in Nigeria as well as the consulting model for branding. We also released the firstever research based brand report in Nigeria: The Alder Brand Report. We understand the political, socio-cultural & economic issues that impact on corporate & state brands in Africa and have produced papers in these areas. We are USA Today’s exclusive partner in Nigeria for the sale of marketing communication in USA Today and USA Today.com. Our professional memberships include: ESOMAR World Research (Netherlands) American Institute of Graphic Design (USA) Association of Advertising Agencies of Nigeria (AAAN) Nigerian Institute of Public Relations (NIPR) Advertising Practitioners Council of Nigeria (APCON) Nigerian Institute of Management
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Alder Corporate Social Responsibility We are a socially responsible organisation.
Our Corporate Social Responsibility initiatives are in the following areas: Support for 9 Orphanages / Hospices “Timeless...� Annual Charity Photo Exhibition Soup Kitchen for the homeless and the poor Support for Faith Based Organisations focused on social reformation and youths Scholarships and Benevolent Intervention
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Client List Sampling We have had the privilege of consulting for the following:
Corporate Non-Profit
State & Policy
First Bank of Nigeria Guaranty Trust Bank
Nigerian Economic Summit Group
Federal Ministry of Information & Communication
Ecobank
(NESG)
Federal Ministry of Solid Minerals Development
Access Bank
Junior Achievement of Nigeria
Federal Ministry of Education
Conoco Philips
Convention on Business Integrity
Federal Ministry of Foreign Affairs
SAP
Federal Ministry of Agriculture & Water
Suburban West Africa
Resources
Akintola Williams Deloitte
Nigerian Export Promotion Council (NEPC)
Trustfund Pensions
Nigerian Communications Commission (NCC)
Honeywell Group
British High Commission
Crusader Insurance
British Council
SME
Akintola Williams Delloite
Garment Care
Brazilian Embassy
Kakawa Discount House
VIC Lawrence & Associates
Italian Embassy
Computer Warehouse Group
Norfolk Partners
Lagos State Public Private Partnership (PPP)
Afrinvest West Africa
Greater Port Harcourt Development Authority
UBI Energy Resourcery Ascot Africa Notore Chemical Industries Olaniwun Ajayi LP Alder Corporate Branding Service | 28
A corporation is a living organism; it has to continue to shed its skin. Methods have to change. Focus has to change. Values have to change. The sum total of those changes is transformation.
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Andrew Grove, Founding Member and Senior Advisor, Intel Corporation
ALDER CONSULTING U.K. 33 St. James's Square London SW1Y 4JS, England T. +44 (020) 3008 6027 F. +44 (020) 3008 8555 Nigeria 1 Ajose Adeogun Street (by Ligali Ayorinde Street) Victoria Island, Lagos, Nigeria +234 (01) 270-5408-9 alder@alder-consulting.com www.alder-consulting.com