The startup world is all a twitter (see what I did there?) with the utilization of the MVP (minimum viable product) approach to launching new ideas. Often the MVP is solely focused on the product itself… the website, app, etc. In launching an MVP very often business modeling is in its early stages, customer definition and engagement is in its infancy, and use of the MVP product is the driver to inform decisions surrounding these elements of the ultimate business to be built. All attention is focused on the tangible product and its usage to drive decision making. Makes sense on the surface, but a tremendous gap is left in terms of valid data being gathered on sentiment and usage of the product.
The gap is in the lack of recognition of the influence of the brand wrapped around a product or idea that is being trialed.