I have recently researched around 30 start-ups in the biotech space and was quite shocked with what I found. Only 3 of those companies I looked at had clearly communicated their purpose; why they were doing what they were doing; and only one really understood and demonstrated the power of branding in the business to business arena. Now, you might say, B2B doesn’t need to really understand branding as they are selling to either rational, bottom line driven clients, or in many

We often use architectural metaphors to explain branding and marketing. We build brands, we bridge gaps and we construct plans. I have long held the belief that brands on the one hand need to be focused and true to their core benefits, but at the same time need supporting strategies to ensure the core remains solid, relevant and differentiated. I call these supporting strategies “Brand Buttressing”, and I define this as “something providing additional strengthening support t