According to Wolff Olins, a brand exists in the overlap between commerce, culture and technology. The purpose of a minimum viable brand is to engage people... by Peter Thomson
Josh Leichtung's insight:
The concept of a minimum viable brand brings to the forefront the importance of marketing in product development. Internet startups & apps must be highly aware of branding while creating their product.
Read about my branding/product positioning for EquaShip at http://www.getjosh.com/branding/positioning-differentiation-personality-in-branding