The FCB Grid: What It Is and How It Works

The FCB Grid is a platform that allows brands, publishers and agencies to access and track consumer data. In this blog post we’ll explore the motivations behind why companies use it as well as what makes it different from other platforms like DMPs.

The “FCB Grid” is a marketing tool that allows you to create and share content in a more visual way. It also helps you to understand what other people are doing with your content.

You’re not maximizing the potential of your product if you’ve simply utilized keywords to determine how to promote it.

Keyword lists reveal what people are looking for.

They do not explain why.

People purchase for a variety of reasons, including boredom, weariness, sickness, and hunger. Maybe you come up with these ideas on the spur of the moment as you write, but how can you design them without failing?

With the help of the FCB Grid.

It’s also known as the Vaughn Grid, and it was created by Foote, Cone, and Belding’s Senior Vice President in 1980. Since then, FCB has evolved to a $9 billion firm with customers such as Cox Communications, SeaWorld, AmTrak, and Flight New Zealand; they created the Lord of the Rings on-board air safety movie and the Bilbo Baggins baggage carousel.

To further comprehend the FCB grid, I met with Bruce Bendinger, creative director and creator of the Copy Workshop Workbook, who has taught copywriting and marketing principles to students all over the globe.

“In two senses, the grid is an extremely beneficial tool,” he explains. “It’s a terrific method to think your way through an issue and get a general idea of who you’re talking to if you work imaginatively.” Second, it’s a wonderful method of introducing a product to a customer if you have to do a presentation.”

The Grid’s Operation

“I’m heading to the supermarket,” Bruce adds. “I also have toilet bowl cleanser, toilet paper, and soy milk on my list.” What’s missing from my list?


But if I can create a yum-yum atmosphere at the shop, I may be able to sell some cookies. People aren’t thinking about me… how can I make them think about me in a delicious way?

The first step is to gain some kind of attention.”

The FCB Grid determines whether a product needs a highly involved emotional choice or a highly involved logical decision in order to comprehend where it stands in a consumer’s thinking. With this data, we can create four advertising strategies for a single product that will appeal to various types of purchasers.

The X/Y axis, which ranges from little engagement (clothing pins) to high involvement (a Porsche), and from a product that makes you think (insurance) to a product that makes you feel (Papa John’s), is where it all comes together.


The choice to purchase is located in one of the graph’s four quadrants:

  • Quadrant 1 judgments are made with a lot of thought at the top left. Information is required before a purchase can be made, which leads to knowledge and a well-considered purchase. A Leica requires investigation. There’s also emotion, which pulls the German camera more to the right-hand side of the scale, but it’s a well-considered buy. Above high-end optics, health insurance is at the top of the high-involvement list. Because it is more vital (or costs more) than the camera, it juts significantly further to the rightmost feeling side of the chart.
  • Quadrant 2 choices are made based on intense feelings in the top right. Purchase necessitates consideration first, since our ego and self-esteem entice us to make a purchase. The beginning of the feeling side of the grid is skin softening soap. Perfume sweeps it away, leaving it on the extreme right side of the emotional spectrum. Fragrance elicits more emotion and needs more attention than a Hallmark card.
  • Quadrant 3 judgments are based on poorly involved reasoning at the bottom left. Purchases of practical things are made out of habit and regularity. We only find out about the product after we’ve taken it home, not before. After the first wash, we evaluate the detergent. It’s also known as Yelp.
  • Quadrant 4 judgments are based on poorly involved feelings at the bottom right. It’s the purchasing of pleasure goods motivated by a desire for immediate personal or peer enjoyment. “Just do it,” is Quadrant Four’s slogan. Cookies are a low-intensity item; the less you think about them, the more you want them. At work, for example, Spotify.

Consider your product or service and pick which quadrant it belongs in to utilize the FCB grid. Make a mark there.

Dot Explosion

Now that you know where your product sits, use the same four quadrants to rethink it. You’ll learn about new elements of high and low thinking, as well as high and low emotion.



Bruce gave Old El Paso as an example (he’d just shared martinis with a new account member). Microsoft’s fledgling holographic eyewear will be included in our 2015 upgrade, which is a highly complex and thought-out purchase equivalent to purchasing a Leica. Despite their location in Quadrant 1, the goggles’ many applications may be presented to a diverse group of consumers with ideas and sentiments distributed over the grid.

Traditionally, these pitches have been boiled down to catchy phrases like “fun and flavor.”

We can now write them as long tail keywords:

  • “How holographic goggles may help you save money when shopping” (Quadrant 3 — poor cognition)
  • “Now you can play Minecraft with holographic goggles.” (Quadrant 4 — low sensation)
  • (Quadrant 1 — high thought) “HoloLens for business meeting”
  • “Wow her with your holo goggles” (High feel, Quadrant 2)

Now we have two different perspectives on our product’s capabilities and who will utilize it. Mom, Gamers, Business, and Romantic Getaways may all benefit from holographic goggles.

Make the grid according to your thoughts. “What is the situation in which you’re interacting with your target customer?” Bruce asks.

After enough experimenting with the FCB grid, it becomes a tool you can activate at will. You’ll see a product and sense what quadrant it’s in. Then you can Dot Explosion and quickly devise a handful of concepts, each trained on a different buyer. Try it. Pick an object on the way home. Tag it as low or high in thought and feeling, then explode its dot.

What are four different approaches to promote a traffic jam?

What Does It Do?

“The grid is an excellent logical tool,” Bruce explains. “It’s especially for the front end.” And it’s a decent starting point. It’s not a fine-tuning measuring instrument. This isn’t the type of thing that requires a decimal point.”

It assists you in changing a person’s mindset rather than their actions. The ALS ice bucket challenge, on the other hand, is the outcome of irrational, lateral thinking.

“They didn’t attempt to alter your mindset,” Bruce explains. “They got you hooked on a fun activity.” That’s how everything came together. That isn’t something the FCB grid can provide. The grid provides you with information. It does allow you to consider options that you would not have considered in the first round.”

It’s also useful in meetings, especially if you’re working with a thorny account executive for whom “even toilet paper is a high level of participation.” Quadrant 1 will not sell a lot of toilet paper, which is a concern. Quadrant 3 will, however, be short-sighted.

“So, if you’re making a joyful jingle, you have to take the customer through it who lost his sense of humor in his third year at Procter & Gamble.” It’s a terrific tool to use to take your client to a certain location because it’s logical, and your client is rational even when they’re experiencing powerful emotions.”

Finally, the grid forces you to focus on what clients are thinking rather than on your own creative success, whether it’s a keyword list or a billboard. After all, that is why you are doing what you are doing.

“You have to show the client that you care about his customer.” “Don’t bring up the ‘I’m a genius’ stuff.”

Unless you’re a genius when it comes to utilizing the FCB grid.

Course on Keyword Research

Brush up on the fundamentals of keyword research.

ADS illustration

The “fcb grid advertising” is a marketing tool that allows users to create and share digital ads. It is a program that helps advertisers reach the right people at the right time with the right message.

Frequently Asked Questions

What is FCB Grid Model?

A: FCB Grid Model is a compound of the elements phosphorus, carbon, hydrogen and oxygen. This makes up most compounds that are used in making plastics which we use every day to make our lives easier.

What is FCB marketing?

A: FCB marketing is a branch of the field of advertising. It stands for First Click, Best Buy.

Who created FCB Grid?

A: FCB Grid was made by Financial Consulting Group, a financial consulting firm.

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