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: a minimum viable product is tested early with real users, and in the same way the minimum viable brand should engage people and influence what they do, while staying simple (Thomson, 2013). Nwokorie sees it as a mix of 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 let the team concentrate on the brand and product elements that mattered most. The Brand Butterfly from the agency's corporate toolkit was left out: it works well for building purposeful brands but is somewhat too abstract for start-ups that move fast (Thomson, 2013). This profile draws on Peter J. Thomson's report of the talk and on the event announcement.