The FCB quadrant emerged from the US agency Foote, Cone and Belding (FCB) in the 1970s. It was meant to support direct advertising’s creative strategy as it clarifies how consumers approach the buying process for different products. The diagram below visualizes the two levels of consumer involvement, namely, the extent of thinking (rational and functional considerations) versus feeling (emotions) in the consumer’s decision-making. What’s all this to do with PIM? Marketers and Sales responsible to launch product campaigns, equipped with the FCB model, will generally tap into analyses of consumer–product relationships and develop appropriate promotional strategies. Ideally, they have PIM processes and tools in place to source the relevant product information, enrich it, and publish it to targeted consumer’s touch points. The enrichment phase is crucial here. A (proper) PIM would offer capabilities to enhance and/or add further relevant information to products to make them commercia...