Brandit! Copyright © 2008 by Leke Alder. All rights reserved. Published by

Alder Media.

No part of this book may be reproduced, stored in a retrieval system, or

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the copyright owner.

Request to the Publisher for permission should be addressed to:

Alder Media

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+234 (01) 270-5408/9

Printed in the U. K.

Leke Alder portrait by Seyi Body-Lawson

Brandit! ISBN: 978-978-087-300-4

Leke Alder will like to hear from you:

leke@lekealder.com

www.lekealder.com

alder media

Conversations of a21st Century SaintThe principles of Power, Money, Business, Success and Politics through the lens of the Bible.

Minding your BusinessA very practical guide to building and managing an enterprise.Touches parts many books cannot reach!

Conversations stof a 21 century

saint

le e K alder

Also by Leke AlderFor more information, please visit www.lekealder.com or send an email to leke@lekealder.com

mindingbusiness

your

lekealder

A very practical guide to buildingand managing an enterprise.

Touches parts many books cannot reach!You'll recommend this book to others.

lifeasiseeitlekealder

with 2 bonuschapters!

edition2nd

Life as I see itA heart-seasoned understanding of life in prose, poetry and photographs.

®BizKitThe BizKit®, a business development kit for entrepreneurs.

a business development kit for entrepreneurs

080808Leke Alder's first novel.A political thriller with a peculiar twist.

a novel

080808

Grim White GreenThoughts on Nigeria and Blackness.

MY BOSS ISDEMANDING

what every boss would like employees to know

CEO

Leke Alder Pilgrimage

PilgrimageThe soul's pictorial journey through life's difficulties,complexities and imperfections. A coffee table book.

My Boss is DemandingWhat every boss would like employees to know.

alc mythe great

eh

ALDERLEKE

HOW TO CONVERT

PROBLEMS

INTOBUSINESS

The 4 MasteriesThis is a small book of greatwisdom. It is a 4-day book,containing 4 life principles.

Greeting cardsReal life emotions, real time expressions.

The Great AlchemyThe big business innovation book on how to convert problems into business.

Leke Alder contd.For more information, please visit www.lekealder.com or send an email to leke@lekealder.com

the man

leke alder a notebook containing the writing of

years

LifeNotesA notebook series containing the writings of Leke Alder. Titles include: Just how long is 5 minutes?, 256 shades of grey, Famished, Loser!, Some happiness..., Molue 101, Nothing! & The man with the missing years.

Leke Alder is considered an authority on branding in emerging

markets . He has a background in Law and is the principal of

Alder Consulting - an ideas, strategy and brand consulting

firm with offices in London and Lagos.

The firm is credited with introducing branding as a discipline

of national development to Nigeria, and has pioneered a

number of initiatives including the first ever industry-wide

brand report in Nigeria, the Alder Brand Report. The firm also

developed the strategic blueprint for Nigeria’s image

management, the Heart of Africa project.

The Alder Brand Report is used in a number of corporations to

formulate and focus brand strategies, fine-tune corporate

positioning and craft marketing and business plans.

Leke is a highly regarded speaker. He was a panelist at the 8th

Annual Africa Business Conference, Harvard Business

School in 2005 and the 9th Annual Africa Business

Conference, Wharton University 2006.

He is a principal speaker at Alder's annual brand seminar

'mind the_gap’. The seminar held in London for three years

before it was hosted in Nigeria in 2006.

He sits on the board of Nigeria Extractive Industries

Transparency Initiative (NEITI) Stakeholders' Working Group,

and is the Chairman of the Communications Committee. He is

also a member of the Nigeria Economic Summit Group

(NESG).

Leke Alder is the author of several books including Life as I see

it, Grim White Green, Pilgrimage, My Boss is Demanding, The

Four Masteries, The Great Alchemy and 080808 (a novel).

One of his most successful products is a business

development kit for entrepreneurs called the Bizkit. The

companion book, Minding your Business has been an

inspiration to thousands and is a bestseller.

He is currently developing a business game for entrepreneurs

as well as the prequel to 080808.

So focused is Leke Alder on branding that he named one of

his dogs Brandy!

ABOUT LEKE ALDER

ONE. 1

TWO. 2

THREE. 4

FOUR. 9

FIVE. 11

SIX. 13

SEVEN. 15

EIGHT. 19

NINE. 23

TEN. 26

ELEVEN. 28

TWELVE. 32

THIRTEEN. 37

FOURTEEN. 41

FIFTEEN. 43

SIXTEEN. 47

SEVENTEEN. 49

EIGHTEEN. 51

NINETEEN. 54

TWENTY. 66

TWENTY-ONE. 71

TWENTY-TWO. 74

77

BACK IN TIME

LOGOS, PATHOS, ETHOS

CHARACTER IS IDENTITY

SOUND ADVICE

BY THE DOZEN...

THE DIFFERENCE IS CLEAR?

ECONOMICS 101

ANTHRO WHAT?

ESSENTIALS

PEER PRESSURE

WARM, COLD...

GRAND AMBITION

A ROSE BY ANY OTHER NAME IS NOT A ROSE...

PROMISES, PROMISES...

WANT TO BUY?

WE THE PEOPLE...

OH, WHAT A VALUE...

AND WHAT ABOUT YOU?

ID...

THE VISUAL IDENTITY MANUAL

VIRTUAL IDENTITY

BRANDIT

FACTOR 5

CONTENTS.

TO THE STAFFOF ALDERCONSULTING.TOGETHERWE'VE ACHIEVEDA LOT... ANDWE'LL ACHIEVEMORE!

How did you read the title of this book? Brand It! or Brandit?

Whichever way you read it, you will learn easy and practical

steps on how to brand your company... and steal market

share!

In the last few years, a lot of interest has developed on

branding, and it's even become a buzz word. Everyone knows

it is necessary for business success, but not many know what

it's all about or how to go about it. Now there are as many

notions of branding as there are consultants, and everyone

has an opinion on branding. It's not surprising. Brands are all

around us - from Coca-Cola to Nokia to Google - we are

surrounded by brands. We live our lives in brands, and some

are buried in brands. Even our self esteem is built from brands

- think of a lady with an expensive Louis Vuitton tote bag.

What is this thing called "branding"? How do you go about

branding your business? How do you choose a brand name?

What about your logo? How do you communicate your brand

message? How? How? How?

I shall attempt in this book to answer these and many more

questions. And my approach will be very simple and even

conversational - as in all my books. My motto is, make life

simple! (I like to simplify the arcane for easy consumption). It

will therefore not be textbookish, and this will affect the flow

and chapter headings. But it will be intellectually stimulating. I

will simplify the science, give you understanding and equip

you.

You will enjoy this book!

You didn't have to read this but you read it anyway!!

Enjoy the rest!

YOU DON'THAVE TO READ THIS...

Swahili Kingdom (1200 AD)

Oyo Empire (1400 AD)

And slaves were branded as a mark of ownership.

Modern tattoos are of course an urban derivative of the

ancient art of body branding. We can even trace branding to

the Biblical account of the emergence of the nation of Israel.

The story goes that the sign of the contract between the

Patriarch of Israel, Abraham, and God, was the rite of

circumcision, a type of branding. Circumcision was practiced

by many civilisations. Apostle Paul would later expand on the

concept when he talks about the "circumcision of the heart",

and so we can link branding to the very roots of Christianity.

The Anti-Christ, it is said, will use branding to subdue the

world. The popular notion of '666' is a branding proposition!

Historically therefore, branding would seem to be an

expression of compact, or covenant, or social contract. A

contract presupposes an exchange of promises between two

parties. The modern day concept of brand promises is not a

pole vault away from this historical root.

The first notable commercial branding was the branding of

Sunlight by Lever Brothers in 1884. The soap was not only

different (soaps were black in those days, Sunlight was

yellow), the packaging was different. The branding of Sunlight

is generally hailed as a milestone in commercial branding.

There is generally no agreement as to when the concept of

branding emerged as a discipline... not even among

professors. Dr David Shore of Harvard Business School for

example, believes that branding began with cattle rearers in

the West who wanted to distinguish their cattle from those of

others*. But the history of branding predates America or the

West as we know it. The ancient kingdoms of Africa for

example practiced body branding as a rite of religion and as

an expression of identity and communal compact. They also

branded their livestock. Of note are the following:

Akum Empire (500 BC)

Egyptian Empire (3900 BC)

Hausa Empire (1100 AD)

(The history of branding)

ONE.BACK IN TIME

*Source: Selling Point, April 2001, Page 71

BRANDIT! 1

and steal market shareISBN 978978087 -7

9 7 8 9 7 8 0 8 7 3 0 0 4

This book is a comprehensive introduction to Branding.

It is recommended for businesses, brand managers, schools and professional bodies.