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Foote, Cone and Belding Think-Feel grid is as relevant as ever

November 4, 2013

 

​The grid developed by the ad agency Foote Cone and Belding is a useful tool for analyzing the communication situation advertisers may be facing. This model compares high and low involvement with thinking versus feeling. All products and services fall somewhere in the grid, and depending how they are placed, the best marketing approaches can be considered. 

 

For example, if your company sells $250,000 rewinder machines, the product undoubtedly belongs in the upper left quadrant, and would benefit from personal selling and informative advertising, versus say, brand advertising and social media usage. If you sell ice cream, that would be a low involvement, emotional purchase, falling in the lower right quadrant. In that case, brand advertising and word of mouth would be optimal marketing tactics. 

 

Nobel-winning psychologist Daniel Kahneman, describes two human brains in "Thinking Fast and Slow", the intuitive and the rational.  Kahneman would likely find more products skewed toward the "Feeling" side of the FCB grid shown. His contention, that virtually all of our decisions as humans are made intuitively, and then we rationalize them after the fact, is one worth considering when planning marketing functions.

 

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