Brands creativity and economic recession

Brands, Creativity and Economic Recession That Wednesday, the traffic on Osborne road was heavy. The weather was hot and all I wanted was a drink. I called the attention of a traffic vendor and brought out my N100 note for a bottle of Coke. I was met with a blank stare: “The price is N150 madam.” I was surprised but the thirst for a drink trumped my need to question the price. I was later “schooled” by the man seating beside me on the increase in the price of things and the reason why – “recession”.

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The Tech Industry and the Arts Graduate

Over the last decade or so, there has been a conscious push of young students towards STEM subjects. This push for STEM (science, technology, engineering and math) subjects has seen the producers of Sesame Street introduce components of these subjects into their programming. The substantial success of tech companies has also encouraged parents to push their children to learn about physics, coding and engineering.


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How Today’s Businesses Merge Commerce and Conscience

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Facebook CEO and founder Mark Zuckerberg is not only one of the richest men in the world, but he is also at the forefront of a new shift in business culture. Where once upon a time, business leaders only concerned themselves with profit margins and shareholders, nowadays, there is increased pressure to run businesses with social values. Apparently it is not enough for businesses to make money, they also need to have a conscience. This is why Zuckerberg suggests Facebook’s real purpose is not to make money, but to make the world a better place.


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Brand Sustainability and Innovation: The Unilever Case Study

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I watched as the Lifebuoy hand washing campaign advert played. I couldn’t but admire the innovative way that Unilever had chosen to push their Lifebuoy soap. Until then, I had no idea of the soap’s existence. The campaign had managed to show me the need to keep my hands clean as well as earn my trust for Lifebuoy, one of the brands owned by Unilever. (more…)

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Entrepreneurship: To Brand Or Not?

Entrepreneurs around the world deserve commendation. They take risks where others fear to tread, they think out of the box, they are not afraid to try new ventures, and they are usually champions of innovation. In a developing country such as Nigeria, the risk is even greater, as entrepreneurs assume all the risks and rewards of launching a new business. The high degree of initiative required to manage any enterprise goes to show that entrepreneurship is no mean feat. (more…)

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The Alder State of the Church Report


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buy 100 facebook photo likes About The Alder State of the Church Report

The Nigerian nation is a religious one, no doubt. With an almost equal spread of Christians & Muslims and a dedicated indigenous faith population, the subject of religion is taken very seriously and permeates every aspect of the people’s lives.

According to the Pew Research Centre, Nigeria has the largest Christian population of any country in Africa. In Nigeria, the church has experienced several transitions and evolutions in demography, theology, membership, leadership, style of worship, culture, technology and public perception, to mention a few. The impact of demography for instance is reflected in the rise of “New Generation” churches, prevalent in major cities. These churches hold a strong appeal for youths who make up 65% of Nigeria’s population while orthodox churches maintain their strength as bastions of religious tenets and tradition. The rise of 21st century technologies and cultural imperatives has also impacted the church. Churches are now tasked with responding to social media and the interactivity it brings. Churches are also grappling with new family sociologies and sexuality.

The Alder State of the Church Report investigates how churches in Nigeria have navigated these trends and are viewed by their followers and the public in general.

source Report Highlights

The Report examines the demographic distribution of those who go to church and the perceived impact of the Church on culture, morality & values and socio-political issues. It measures the willingness of individuals to discuss sexuality issues in church and explains how young people would like churches to engage with them on social media.

The survey for the State of the Church Report was done in two parts: an online general survey and an offline regional survey in Nigeria’s 6-geopolitical zones. The 2,805 respondents for the survey were 57% male and 43% female. 73% of the respondents for the survey were below 35 years old, while 60% were single and 40% married.

should i buy instagram followers Top 10 Stats from the Report

  1. It would seem attending church twice a week is a predominantly Southern phenomenon. Attendance in the North East, North Central and South East seems to be largely once a week.
  2. Overall, Entertainers are most relevant to youths (among six audience groups). Pastors rank 2nd, Business icons 3rd, Activists 4th, Journalists and Bloggers 5th, and Politicians rank last.
  3. The Church is ranked high on values and welfare issues but low on youth issues and cultural influence.
  4. Overall, Pastors are ranked high on knowledge of the Word of God but low on compassion and integrity.
  5. Youths say the Church should focus on good works & spirituality and leave policy matters alone. This is at variance with the youths rating the Church’s influence in governance matters high.
  6. Sex (and relationships) is important to those in the South East, North Central and North East. Education is a key issue in the North East.
  7. There appears to be little willingness to discuss troubling issues with Pastors. Scores are below 50% across all regions.
  8. Entrepreneurship and career development are very important to the South South and South West.
  9. Young people believe strongly in no-sex before marriage, across the regions.
  10. The Youth believe social media should be used to teach the word and evangelise.

buy instagram followers uk For inquiries about the report and to discuss what Alder Consulting can do for churches, please email


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Brand Narratives and Social Media Imperatives

StarbucksHoward Schultz is the CEO of Starbucks, (the largest coffee making company in the world). He’s also a social activist who believes corporations have an obligation to society beyond commercial activities that impact their bottom lines. According to Schultz, the role of a corporate leader is evolving and leaders now have the capacity to spark conversations on social issues. The initiative, “Race Together”, emerged from this belief.

The objective of Race Together was to spark a national dialogue about race equality in America, in response to the killings of Eric Garner and Michael Brown (two unarmed black men) in 2014. Because of these events and many others, racial tensions were high across America and Schultz felt Race Together would help dialogue and subsequently, solutions. As part of the initiative, Schultz wrote a memo to his employees asking them to inscribe “Race Together” on every cup of coffee purchased in Starbucks stores. Customers were also to be engaged in conversations about race. But there was a serious backlash on social media.

Race TogetherRace Together received 2.5 billion impressions in less than 48 hours mostly driven by negative tweets targeted at Howard Schultz. This was not Schultz’s first attempt at addressing social issues as a CEO, so why the backlash?

In 1988, motivated by an employee dying of AIDS, Schultz persuaded the Starbucks Board to extend full health benefits to part-time workers. In 2000, Starbucks started selling fair-trade certified coffee in the U.S and Canada to ensure that farmers were ethically compensated and educated in sustainable practices. In 2009, Starbucks partnered with Bono’s Red campaign to help provide anti-retroviral medication to people in Africa living with HIV and AIDS. So what went wrong with Race Together?

A significant contributor to the negative backlash was the failure of Starbucks to recognise how new media (particularly social media) worked and its role in shaping corporate narratives. The spread of information on social media is swift, decisive and many times out of the control of the initiator. Social media users “own” conversations which they can spin out of control and in directions not intended by the initiators. This can happen in minutes.

Access ad2An example of this was Access Bank Nigeria’s W Awards Campaign. The corporate communication which preceded the awards was meant to demonstrate the bank’s focus on women empowerment. However, the ad copy played to female stereotypes, negating the purpose of the campaign. This caused an uproar within the female online community, who thought the adverts were sexist. The bank was forced to discontinue the adverts, rescript and then reintroduce them. It also apologised.

These scenarios at Starbucks and Access Bank emphasise the need for better control of information dissemination online and institution of crisis management systems on social media.

The following pointers can help an organisation shape and control its social media narrative:

  1. Do not import offline campaigns to social media without first contextualizing them for a social media audience.
  2. Tell your story clearly using links to longer blog posts and articles which frame a complete picture of your message.
  3. Moderate your narrative and be ready to respond swiftly and dynamically to objections or requests for clarity.
  4. Cultivate strong supporters. Do not let social media trolls hijack your message.
  5. When things go wrong, promptly apologise and correct your course. Do not insist on a narrative simply because you’ve invested heavily in it.
  6. Social media users may spin your message in different ways but your official handles should stay on message and provide a coherent narrative for anyone to follow.

In conclusion, we believe social media use is important for organisations in the digital age. However, organisations must match the scale of their marketing spend with the sophistication of their digital strategies and the capabilities of those who implement those strategies.

© Alder Consulting 2015. All Rights Reserved.

AlderU is inspired by a monthly interactive session where Alder employees discuss insights on business and life.

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7 Reasons why a Church Should Brand

Alder’s Ecclesiastical Practice developed a cool infographic on 7 reasons why a church should brand.

Our Ecclesiastical Practice is focused on a single mission: To help churches tackle 21st century realities.  The Practice provides trend and issue research to help churches identify the real needs of society. It facilitates strategy and planning sessions. It also offers design, messaging and digital/social media support.

Here are some insights on Church Branding:

  1. Church is mission focused, outward facing and people oriented. Therefore, its brand must be approachable.
  2. A church’s message must be relevant and contemporaneous. Parables and stories can be used to illustrate truth.
  3. Language, culture and technology evolve. A church must therefore adapt its message delivery while retaining the essence.
  4. A church must be a true reflection of the standards and quality of its Principal.
  5. Standards and structure place a demand on accountability within a church.
  6. Branding provides visual and language guides for a church’s social media efforts.
  7. Branding helps a church articulate its message for a global audience via social media.

To see how the elements come together in Church Branding, read a live case study here:





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Global Impact Church (GIC): Brand Strategy & New Identity Development

Global Impact Church is a rapidly growing Christian Ministry located in the Lagos metropolis. The church desired a new brand identity to reflect its mission and global positioning and Alder Consulting was asked to help.

The overall objective was to design brand strategies with long term impact on the church’s programmes, processes and structures.

A critical consideration was why a church should undergo a branding programme. The rationale was clear:

  1. A church is a mission focused institution and therefore a market facing entity.
  2. A church must be in tune with the language of its audience to effectively communicate its message. It must be relevant and contemporaneous.
  3. In line with the concept of the “Logos”, a church must represent the excellent standards of its Principal (Jesus Christ) with its inscriptions, external manifestations and visual brand.

see url Elements of our Branding Programme

  1. Brand strategy development
  2. Visual identity development
  3. Website strategy development
  4. Social media strategy development


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