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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 biotech cases, investors seeking out innovations to flip into the pharma and food industry. Not so. McKinsey has studied the impact of brands in B2B and have demonstrated that B2B businesses with strong brands outperfo