Keeping It Simple

Global brand strategy firm Siegel+Gale has released findings from its sixth annual Global Brand Simplicity Index, which ranks brands based on their perceived simplicity. According to the findings, 63% of consumers are willing to pay more for simpler experiences and 69% of consumers are more likely to recommend a brand because it’s simple.

“The Global Brand Simplicity Index has shown year after year that the benefits of simplicity remain constant,” said Howard Belk, co-CEO. “Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organizations.”

Aldi, Google, and Lidl have stayed securely in the top three spots, according to the study.

In addition, Siegel+Gale says Dollar Shave Club is another winner; the direct seller of razors and grooming items took the top spot on the US disrupters list. In contrast, Sephora dropped 29 spots in the global index.

This was the second year in a row that Siegel+Gale asked consumers in the US and UK to evaluate regionally relevant disrupters based on the simplicity of their products, services, interactions and communications. Disrupters are emerging brands that are changing consumer expectations and reshaping industry category definitions.

According to Siegel+Gale, here’s what disrupters are doing to deliver simpler customer experiences:

1. Empowering people: They side-step traditional industry protocols and shift power to consumers.
2. Reimagining experiences: They turn underwhelming experiences into moments of delight.
3. Removing friction: They identify pain points in everyday processes, and remove them.
4. Saving time: They value people’s time by providing services to them where and when they need it most.
5. Providing utility: They provide services that customers find useful.

“This year’s Global Brand Simplicity Index highlights a trend to watch—emerging companies built upon simplicity are incorporating it into everything they say and do, and in the process winning customer minds, hearts and all-important wallets,” said David Srere, co-CEO.