ENTERPRISE54 – The maiden edition of The Platform Enterprise has come and gone but attendees will never forget the session held by Nigeria’s leading branding evangelist Leke Alder and his charismatic schooling on programming customers to loyalists. Leke Alder, humorous and vivacious, riveted listeners over forty engaging minutes while speaking on “Understanding The Power of Branding and Marketing”.
Below are branding nuggets from the expert.

 

On Defining Branding

“Logo creation is not branding.”

“Branding is about programming. It makes us pay habitual obedience to a set of stimuli.”

“Branding operates on the principles of faith. It comes by hearing!”

 

So How Are Brands Built?

“Build structure! Where two or three are gathered together may be good for prayer but it’s not good for business! Build systems!”

“Without vision you’ll be like the roadside battery charger. Never expanding. As it was in the beginning so shall it be world without end.”

“That’s why Pepsi pays my cousin, Lionel Messi (Leke Alder is short) tons of money. They’re not selling carbonated drinks. They’re selling the attributes of greatness. It’s called brand association.”

“Brands don’t sell products. Brands sell dreams.”

“Don’t sell problems. Sell dreams.”

“We are not in the business of selling handbags. We are in the business of selling dreams” – Robert Polet, chief executive of the Gucci Group

“Dreams are expensive. Ask Joseph.”

 

Brand name and message

“First Bank. Since 1884. They want you to know they’ve been keeping money safe for over 120 years. Yours cannot be lost!”

“Nike is the greek goddess of victory. In English, that would be Victoria.”

“What a beautiful name. Alder consulting. Do you think if my name was orisekojaphalo I would’ve named my company so?”

“The name matters!”

 

So Which Color Do You Use?

“Girls just love pink. I mean Paris Hilton has a pink car!”

“Black depicts professionalism. Lawyers wear black and sympathetic undertakers!”

“Red signifies passion and energy. Have you noticed most eatries have red in their logo? They just found out red makes people eat.”

“Blue depicts depth and stability. It’s often used by old corporations.”

 

Be Consistent

“Caterpillar’s personality brand is rugged. The tyres of Caterpillar trucks are ugly. Its not that they can’t design beautifully. They’re following the brand logic.”

“Every brand makes promises. When a brand consistently fulfills it’s promises it builds brand loyalty.”

“Generic promise – paracetamol cures headache”

“Declared promise – cures headache fast!”

 

Leke Alder is the Founder and Principal of Alder Consulting. He has served as a panelist at the Annual Africa Business Conferences of Harvard Business School, Wharton Business School and Kellogg School of Management.