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 without overcomplicating things. This morning we had a chance to hear from Ije Nwokorie and Melissa Andrada of Wolff Olins at the Google Startup Campus, in a talk organised by General Assembly. Ije and Melissa work with some of the biggest brands in the world so it was a little weird to hear them adopting the tools and mindset of a small startup. But the fit was perfect and the lessons were really practical.
To me, lean branding is an ongoing process that dovetails well with the Growth Hacking trend in Silicon Valley (identified by Patrick Vlaskovits and friends). The ‘Lean Startup’ movement has already influenced how small companies do their marketing, but it’s now starting to influence how bigger companies think about branding. The manifesto of lean is speed, agility, experimentation and iterative improvements. All of which are useful when rethinking any company’s brand (big or small).