Peter Vesterbacka did not introduce himself as CMO.
At Rovio, his title was Mighty Eagle. 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’re building Angry Birds, founding Slush, or pitching at the Nordic PropTech Awards, branding and storytelling are not just decoration. They are the difference between being remembered and being forgotten.
On September 15, 2025, PropTech Finland launched its accelerator program for startups competing in the Nordic PropTech Awards 2026. Vesterbacka took the stage to share his views on branding and pitching. His message is relevant to any entrepreneur or anyone who wants their idea to be heard.
The Mighty Eagle principle
When Rovio launched Angry Birds, the name alone made people pause: Why are the birds angry? That question stuck in people’s minds. Vesterbacka’s own title, Mighty Eagle, 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’re not in the room.
Not Silicon Valley, but better
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.
Instead of copying the “sunny Silicon Valley” formula, Slush embraced its opposite: November in Helsinki: dark, cold, and slushy. The brand stuck because it was authentic and different. Today, it’s the world’s leading gathering of venture capital.
The lesson: don’t follow, differentiate. If you want to stand out, lean into what makes you unique, even if it feels uncomfortable.
Simplicity wins
Vesterbacka hears startup pitches every day, and he has one test: “What can I tell my friends about what you are doing?”
If your story isn’t simple enough to repeat, it won’t spread. He recalls three female founders with an exciting product but a generic, forgettable company name. He remembered their pitch but couldn’t find them later, not even on Google. Without a sticky name or message, you disappear.
When everyone zigs, zag
At the Slush Japan pitch competition some years ago, tokenization was the hot trend. Three out of ten startups pitched tokenized services. The jury’s first move? Eliminate them all. They blended, and none stood out.
Vesterbacka compares today’s AI frenzy to that moment. Saying “we’re an AI startup” is like saying “we have a website” in 2000. It doesn’t differentiate you; it’s the default. What matters is the story, the twist, the thing only you can claim.
Mindset over location
Vesterbacka bristles at what he calls “arrogant Americans” who tell him European startups can’t succeed because of regulations or lack of capital. Too many founders internalize this story and treat location as destiny.
His view is the opposite: success isn’t about where you are, it’s 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?
Takeaways for founders
For startups preparing for the Nordic PropTech Awards, or at any stage, the lessons are clear:
- Make your story repeatable. If people can’t retell it, it won’t spread.
- Be memorable. A name, a hook, even a job title can spark curiosity.
- Stand out. Don’t lean on trends or buzzwords; lean on what makes you unique.
- Think big. Location doesn’t define your potential; your mindset does.
As the Mighty Eagle himself shows, the winners are those who make people remember, retell, and believe.
PS. The deadline for Nordic PropTech Awards is October 1, 2025.
View the original article and our Inspiration here
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