Simple brands win

On our website's home page we make the statement that "simple is smart". Not just because it's a catchy slogan, but because it's good business.

Brands who keep it simple cut through the clutter by delivering what consumers want, when they want it, without hassle, and they simplify the customer experience in a complex world.

There's an index for that

Every year, Siegel+Gale publishes a Global Brand Simplicity Index — a study based on a survey of thousands of consumers from around the globe — that ranks brands according to their perceived simplicity or complexity.

Here is how Siegel + Gale defines simplicity:

• Easy to understand

• Transparent and honest

• Making customers feel valued

• Innovative and fresh

• Useful

It pays...handsomely

The Index's top ranked companies garner greater customer loyalty, foster innovation among employees and ultimately increase revenue. In fact, in the past 9 years, a portfolio of the publicly traded companies in the global top 10 brands has beaten the average global stock index by 214%.

Further, Siegel + Gale found that "simplicity reduces price sensitivity and drives positive word of mouth. Our 2015 survey found that 63% of consumers are willing to pay more for a simpler experience, and 69% are more likely to recommend a brand because it provides simpler experiences".

But it's far from easy

While the top 5 winners--Google, Netflix, Publix, Amazon, Zappos--make it look easy, it's anything but. It requires maniacal focus on the customer and the ability to be selective about which initiatives will have the most impact on them.

Your prospects and customers have nearly limitless choices. Brand experience is the road to their loyalty. Simplicity will get you there faster.