Section 1 - Instruction

We've learned that a brand is like an iceberg—the visible parts (touchpoints) are supported by a massive, invisible foundation (strategy, values, culture). Great brands ensure their foundation is reflected in every single touchpoint.

Engagement Message

What's one "invisible" value you think drives a brand like Patagonia?

Section 2 - Practice

Type

Sort Into Boxes

Practice Question

Let's practice identifying the parts of the brand iceberg. Sort these elements into the correct category.

Labels

  • First Box Label: Visible Tip
  • Second Box Label: Invisible Foundation

First Box Items

  • Email newsletter
  • Product packaging
  • Storefront sign
  • Social media ad

Second Box Items

  • Company mission
  • Service standards
  • Employee culture
  • Brand strategy
Section 3 - Practice

Type

Fill In The Blanks

Markdown With Blanks

A company's invisible value is "customer obsession." This [[blank:foundation]] should be visible in touchpoints like their easy [[blank:return policy]] and their helpful [[blank:support team]].

Suggested Answers

  • foundation
  • return policy
  • support team
  • logo
Section 4 - Practice

Type

Swipe Left or Right

Practice Question

Let's connect the dots. Does the touchpoint on the card reflect the stated invisible brand value? Swipe left for "Yes" and right for "No".

Labels

  • Left Label: Yes, it reflects
  • Right Label: No, it doesn't

Left Label Items

  • Value: "Simplicity." Touchpoint: A one-click checkout process.
  • Value: "Fun." Touchpoint: Playful and witty social media posts.
  • Value: "Reliability." Touchpoint: A 10-year product warranty.

Right Label Items

  • Value: "Eco-Friendly." Touchpoint: Using excessive plastic packaging.
  • Value: "Approachable." Touchpoint: A complex, jargon-filled website.
Section 5 - Practice

Type

Multiple Choice

Practice Question

A business has a beautiful website (visible tip) but gets terrible reviews for customer service (a touchpoint). According to the iceberg model, where is the real problem?

A. They need a better logo. B. Their website colors are wrong. C. In their invisible foundation (e.g., service standards). D. They need more social media ads.

Suggested Answers

  • A
  • B
  • C - Correct
  • D
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