To continue the analogy we've seen half a dozen well known nights pack up in Brighton, and we've carried on pretty strong. I'm sure we'll go the same way in the end and someone else will say the same about us.

We've seen plenty of nights try and fail as well, not through lack of trying and not through lack of quality.

The thing that seems to stand you apart is actually having some staying power, and having the balls to back yourself and see the thing through.

People need to time to become aware of your brand, whatever your brand is. Nobody is going to cut through the clutter these days with one attempt.

Everyone is pining for brands that stand for something - trusted sources. You don't get that kind of positioning straight off.

Believe in yourself, keep doing what you do, be prepared to lose money and budget accordingly. If you've got the balls you'll see it through, and reap the benefit.