If you want a start-up to achieve its potential get the key players to focus on their markets from day 1

Brilliant ideas and brilliant people don’t always make a great commercial success. All too often, spin-outs and start-ups are driven by innovation, controlled by the inventors, and get obsessed by what they can do rather than focusing on the benefits they can offer to potential markets.

We didn’t win. What did we learn? Would we tender again?

Branding for non-profits isn’t about being the best, it’s about being relevant. To us, this translated into region being the key when we pitched this new new brand identity.