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.

Ideation

The formation of ideas and concepts.

Image Objectives

The way in which an organization believes it would like the marketplace to view its brand. (e.g., socially responsible, innovation leader, most exclusive…)

Image Pricing

The theory that a premium price increases consumer desire.

Imagery

Photographs, illustration, video and/or graphic elements used in communications to reflect and promote an offering.

Improvement Model

Developing a "next generation" product, by using the industry leader's product as the archetype.

Impulse Buying

Unplanned purchase of an attractively presented, conveniently located and/or competitively priced offering.

Impulse Goods

Items which are purchased in the spur of the moment. These items tend to be of minimal investment.

Inattentive Blindness

The theory that a strong focus on one factor can cause a total lack of awareness on another factor(s).

Influencer

A person in a group buying situation (family, company or club) who exerts significant influence in the final buying decision.

Information Architecture

Improving user interaction, clarity, and understanding by organizing information.

Ingredient Brand

A brand that when used as a component, adds credibility to an offering. (e.g., Gortex®, Intel®, Google®…)

Initiator

A person in a group buying situation (family, company, or other organization) who first suggests making a particular purchase.

Intangible Attributes

Elements that have no physical dimensions or are discernible by the senses.

Interlock

Points of cross-functional collaboration in pursuit of a goal, such as a task force team: cooperative individuals in departments who supply resources or advice, and so forth.

Internal Brand Alignment

Employee's understanding of the personal role they each play in contributing to customers' perceptions of the brand, and acting in a way that supports that understanding.

Isolation Effect

The notion that an offering will appear more attractive when placed apart from competitive offerings. (e.g., orange juice sold in the produce section)