Define: Iceberg Principle
Iceberg Principle
The theory that consumers' true desires lie deep under the surface. Suggesting that aggregated data can hide information that is important for the proper evaluation of a situation.
See: Psychographics
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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