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The Amazon Called Social Media

I will like to welcome you all to this Alder Social Media Week event. Glad you could make it and thank you for honouring us.

The social media world is a jungle. There are preys and predators, hyenas, jackals, reptiles, snakes, iguanas… It’s a tough world out there. There are arrows flying all over the place, javelins vectoring, dane guns blazing, in sporadic hiccups.

But there are also civilized settlements in this Amazonian forest of opinions, pictures, video clips, emotions and rantings. There are civilized enclaves of conversations, goodwill, advice, hope, and compassion.

What we’ve tried to do with the Alder Social Media Report, the first of its kind, is to bring some order to this zoological community; to categorise the classes of opinion, interactions and people; to identify the lions and other cats – the great influencers. It’s taken a lot to put together but I’m glad that our effort is very much appreciated judging by the reception of the report.

We have also been able to show the corporate world that social media is not what they think it is. It is not an alternative ungovernable universe where loonies rant and rave and everything goes. Social media is the marketplace of ideas. It is a powerful feedback system. It is the bedrock of innovation, the meeting point of the corporation with the individual customer. Wise corporations have turned social media into vehicles of product testing and customer service. A modern corporation ignores social media at its peril.

The Government being dependent on public opinion has not been left out. There are lessons from the Arab Spring. Politicians never being short of opinions themselves have erected barricades in the social media jungle. Political parties have delineated spaces for agenda development. And you know something is powerful about social media when the Pope creates a Twitter account. @Pontifex is not just a social genuflection to the younger generation, it is the facing of reality. And not just the Pope, the world’s most powerful Head of State, President Obama has a Twitter handle. And he’s posted 11,000 tweets. There is of course the risk of the demystification of the office of the Pontiff, or the office of the President, but the greater risk is lack of accessibility beyond officialdom.

Our creative challenge at Alder Consulting, and this is a gauntlet I’m throwing, is how to better adapt social media to citizenship and neighbourliness. How can we better use social media to organize elections in Nigeria? How can we better use social media to solve a societal malaise like rape? How can we better use social media to promote good? How can we better use social media for security? How can we better use social media to promote causes – like gender equality, literacy, sound education policies, to fight the monster of corruption? How can we better use social media to promote a better image for Nigeria? Can we effectively use social media to fight advance fee fraud, aka 419? Can we use social media to stem the spate of wanton killings masquerading as religious righteousness?

This is a challenge not just for Alder Consulting but for everyone.

I’ll like to seize this opportunity to thank the winners in the maiden Alder Social Media Ranking and Report. From the interactions I see on Twitter and Facebook you may need to work hard to keep your crowns next year.

I want to thank our panelists – the affable media personality Adebola Williams, our wonderful Morin Oluwole of Facebook, the opinion pugilist and conscience of society Japheth Omojuwa, our very own delectable, down to earth social crusader, Kate Henshaw; the very Rosemary Ajayi, the talented Nnodim Blossom, and our cerebral and hardworking Subomi Plumptre of Alder Consulting. Thank you for accepting our invitation.

I also want to thank our partners – Social Media Week, Body Lawson Studios, X-to Pro FX and YNaija.com. Thank you for your partnership.

This much I assure you. We will continue to innovate in the social media space. Our vision is not just a social media report for Nigeria, but for East, West, Central and Southern Africa. Our penultima is a standardized social media report for Africa. Our ultimate goal is a global report.

I want to thank everyone once more for honouring us with your presence and listenership. Thank you and God bless.


This keynote address was delivered by Leke Alder, Principal of Alder Consulting at Alder Social Media Week event (#SMWAlder) 2014.

Banwo & Ighodalo (B&I) Case Study: Brand Strategy and New Identity Development

When Banwo & Ighodalo (a leading Nigerian law firm) needed to develop brand strategy and redesign their identity, they called on Alder Consulting. The programme comprised several modules including research, strategy development, visual identity design, brand launch announcement and employee acculturation.


  • Corporate Brand Strategy Development
  • Visual Identity Design
  • Brand Launch Communication Materials
  • Employee Acculturation

Corporate Brand Strategy Development

The branding programme began with a survey of internal and external audiences. Results were used during the strategy development process. Key findings from the survey included the need to redesign the logo and craft a comprehensive brand strategy.

[Lesson: Never assume. Seek objective insight about your brand from internal and external publics.]

A strategy session held with the founding partners and management team. At the session, the corporate brand fundamentals were defined including the vision, mission, values, personality and brand essence, tagged, Grey Matter. Grey Matter describes B&I’s ability to comprehend complex ideas, reason intelligently, solve difficult problems and learn quickly from experience. It implies the firm is highly intellectual possessing extensive legal knowledge, experience and networks.

[Lesson: Brand essence definition is essential to brand strategy. Brand essence provides direction and influences visual expression.]

Following the strategy session, brand policy documents were developed including a strategy session report, FAD analysis report (which analysed brand eroders) and a comprehensive public relations strategy report.

[Lesson: Always document the brand development process for the brand custodians and future implementation contractors.]

Visual Identity Design

Branding implementation commenced with the design of a new logo as well as primary, secondary and tertiary corporate function materials and stationery. A visual identity manual detailing design specifications and brand rules was also developed.

The Old Logo

B&I old logo

The New Logo

B&I new logo

The new B&I logo signifies shining rays of knowledge and competence emerging from the African continent. The rays connote reach – a vision of continuous expansion. It graphically represents Banwo & Ighodalo’s expanding scope and size, as well as services to other continents.

[Lesson: Create a compelling story for a new identity; one your publics can buy into. Ensure relational integrity and consistency across all visual identity elements.]

Corporate Function Materials

Business cards

business card

Block pads

block pad

ID cards

id card





Continuation sheets

continuation sheet

Plastic Folder

plastic folder

Wall Signage




Folder card

folder card

Folder box

folder box

Compliment slips

with compliments

Brand Launch Communication Materials

A public announcement print advert was designed and a corporate brochure to announce the new brand direction. Alder designed and produced the materials.

[Lesson: Develop a strategy (and materials) to communicate a new brand to external publics.]

Corporate brochure cover

brochure cover

Corporate brochure inside page

B&I-Cover-inner page

Public announcements




Screenshot BI 2

Employee Acculturation

To ensure B&I employees imbibed the brand personality, Alder developed an employee brand manual which explained the corporate brand fundamentals of the firm. A training session also held for employees.

[Lesson: Carry along employees and foster buy-in for a new identity.]

Brand manual cover

B&I-Brand Manual

Brand Manual inside page

B&I-Brand Manual-inner page

Alder Case presents branding case studies and applications for businesses & brand practitioners

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