Peter Vesterbacka<\/a> did not introduce himself as CMO.<\/p>\n At Rovio, his title was Mighty Eagle<\/em>. Every time he handed out a business card, people asked what that meant, and that curiosity opened the door for a story. For Vesterbacka, whether you\u2019re building Angry Birds, founding Slush, or pitching at the Nordic PropTech Awards<\/a>, branding and storytelling are not just decoration. They are the difference between being remembered and being forgotten.<\/p>\n On September 15, 2025, PropTech Finland<\/a> launched its accelerator program for startups competing in the Nordic PropTech Awards 2026. Vesterbacka took the stage<\/a> to share his views on branding and pitching. His message is relevant to any entrepreneur or anyone who wants their idea to be heard.<\/p>\n When Rovio launched Angry Birds, the name alone made people pause: Why are the birds angry?<\/em> That question stuck in people\u2019s minds. Vesterbacka\u2019s own title, Mighty Eagle<\/em>, achieved the same result. Small details like these spark curiosity, and curiosity drives storytelling. A brand that raises a question works for you even when you\u2019re not in the room.<\/p>\n In 2007, when Vesterbacka asked 600 Finnish university students who wanted to start a company, only three hands went up. Most were aiming for secure jobs at Nokia or another large company. To shake that mindset, he co-founded Slush<\/a>.<\/p>\n Instead of copying the \u201csunny Silicon Valley\u201d formula, Slush embraced its opposite: November in Helsinki: dark, cold, and slushy. The brand stuck because it was authentic and different. Today, it\u2019s the world\u2019s leading gathering of venture capital.<\/p>\n The lesson: don\u2019t follow, differentiate. If you want to stand out, lean into what makes you unique, even if it feels uncomfortable.<\/p>\n Vesterbacka hears startup pitches every day, and he has one test: \u201cWhat can I tell my friends about what you are doing?\u201d<\/em><\/p>\n If your story isn\u2019t simple enough to repeat, it won\u2019t spread. He recalls three female founders with an exciting product but a generic, forgettable company name. He remembered their pitch but couldn\u2019t find them later, not even on Google. Without a sticky name or message, you disappear.<\/p>\n At the Slush Japan pitch competition some years ago, tokenization was the hot trend. Three out of ten startups pitched tokenized services. The jury\u2019s first move? Eliminate them all. They blended, and none stood out.<\/p>\n Vesterbacka compares today\u2019s AI frenzy to that moment. Saying \u201cwe\u2019re an AI startup\u201d<\/em> is like saying \u201cwe have a website\u201d<\/em> in 2000. It doesn\u2019t differentiate you; it\u2019s the default. What matters is the story, the twist, the thing only you can claim.<\/p>\n Vesterbacka bristles at what he calls \u201carrogant Americans\u201d who tell him European startups can\u2019t succeed because of regulations or lack of capital. Too many founders internalize this story and treat location as destiny.<\/p>\n His view is the opposite: success isn\u2019t about where you are, it\u2019s about ambition, storytelling, and doing things differently. Ecosystems matter, but mindset matters more. Europe has produced Angry Birds, Slush, and countless others. Why not the next global proptech giant?<\/p>\n For startups preparing for the Nordic PropTech Awards, or at any stage, the lessons are clear:<\/p>\n As the Mighty Eagle himself shows, the winners are those who make people remember, retell, and believe.<\/p>\n PS.<\/strong> The deadline for Nordic PropTech Awards<\/a> is October 1, 2025.<\/p>\n<\/div>\nThe Mighty Eagle principle<\/h3>\n
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Not Silicon Valley, but better<\/h3>\n
Simplicity wins<\/h3>\n
When everyone zigs, zag<\/h3>\n
Mindset over location<\/h3>\n
Takeaways for founders<\/h3>\n
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