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Brand simplicity yields revenue, loyalty and innovation, the latest global research by Siegel+Gale proves

The recently revealed fourth annual Global Brand Simplicity Index by the brand strategy company Siegel+Gale shows that customers’ demand for simplicity as a key brand attribute, is glowing. The report also explores how simplicity drives revenue, and the relationship between simplicity and employee innovation.

The online in-depth survey reached more than 10,000 consumers from seven countries regarding about 500 brands across 25 industries. The agency used this data to generate two scores to measure simplicity: a Brand Simplicity Score and an Industry Simplicity Score.

A “Brand Simplicity” (as well as an “Industry Simplicity”) in the ranking are scores calculated as summaries of perceived points of simplicity or complexity in consumer interaction with particular brands/industries.

This year’s report lists Aldi, Amazon, Google, McDonald’s and KFC as the most simple brands; by industry—Internet search, Electronics, Restaurants, Internet retail and Appliances.

Global Industry Simplicity Ranking 2013

Rank Industry Score
1 Internet Search 950
2 Electronics 736
3 Restaurants 734
4 Internet retail 723
5 Appliancies 719
6 Retail/Grocery 711
7 Media 663
8 Retail/General 657
9 Travel/Hotels 625
10 Retail/Fashion 602
11 Travel/Booking 595
12 Travel Air 574
13 Telecom/Cellphone 565
14 Shipping/Mail 565
15 Retail/Health and Beauty 564
16 Social Media 530
17 Automotive 529
18 Fitness 524
19 Banks/Retail 517
20 Travel/Train 501
21 Telecom/Cable 484
22 Utilities 473
23 Travel/Car rental 445
24 Health Insurance 329
25 General Insurance 258

 

Global Brand Simplicity Ranking 2013

Rank Rank change Brand Score
1 +9 ALDI 883
2 +10 Amazon 874
3 -2 Google 868
4 -2 McDonald’s 840
5 +15 KFC 785
6 +3 Carrefour 784
7 -3 C&A 780
8 +6 Samsung 779
9 -6 IKEA 777
10 -4 Pizza Hut 768
11 +13 Burger King 752
12 -5 Nokia 751
13 +13 Youtube 744
14 +24 Wallmart 738
15 -4 Subway 737
16 +2 LG 725
17 0 Starbucks 723
18 -10 Yahoo! 719
19 -14 Apple 716
20 +22 Canon 709
21 -5 Lenovo 705
22 -1 Sony 705
23 -8 HTC 692
24 +1 Philips 690
25 +2 H&M 689

(there are 100 positions in each of the Brand Simplicity rankings by country, see them all at http://simplicity.siegelgale.com/2013/)

Among other findings, the studies by country reveal that, for example, in the UK 74 percent of consumers are more likely to recommend a brand because it provides simpler experiences, while 32 percent of UK consumers are more likely to spend up to 6.1 percent more on “simpler” brands and services. The global study also find that the simpler corporate communications are, the more the company’s employees are driven to innovate, as they better understand the values of their company.

Philip Davies, Siegel+Gale’s President EMEA, commented on the report:

“Our fourth annual survey reveals that both in the United Kingdom and on a global scale, consumers would pay more for simplicity. Experiencing simplicity at every touchpoint is key to brand success—inspiring deeper trust and greater loyalty from consumers. The 2013 Global Brand Simplicity Index highlights that complexity is causing brands to leave significant money on the table and is a tangible illustration of the value of simplicity, reveals the percentage increase in price consumers said they would be willing to pay for simpler experiences by each brand included in the survey.”

The full report with more data, figures by country and the methodology of calculation can be viewed here.

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