Ije Nwokorie, managing director of Wolff Olins London, and lead strategist Melissa Andrada presented the Minimum Viable Brand in July 2013 in a talk for start-ups at the Google Startup Campus in London, organised by General Assembly (Thomson, 2013). The event announcement said that Wolff Olins saw the answer for start-ups in the "'Minimum Viable Brand' that is hard-wired into your product" and promised a way of "going from Idea to Pitch to Experiences you want to create" (Awwwards, 2013). The idea borrows from the lean start-up: just as a minimum viable product is tested early with real users, the minimum viable brand is meant to engage people and influence behaviour without overcomplicating things (Thomson, 2013). For Nwokorie, it blends technology and storytelling, and for product-led start-ups the task is to "harvest" the brand from the product (Thomson, 2013). Nwokorie illustrated it with the launch of Everything Everywhere, where it helped the team focus on the most important brand and product elements; the Brand Butterfly from the agency's corporate toolkit was left out, a powerful tool for creating purposeful brands but one that can be a bit too conceptual for fast-moving start-ups (Thomson, 2013). This profile draws on Peter J. Thomson's report of the talk and on the event announcement.