Simple is smart and other lessons from the Global Brand Simplicity Index

Howard Belk and Brian Rafferty

Journal of Brand Strategy, 2012, vol. 1, issue 3, 254-261

Abstract: Consumers are always seeking the products, services and experiences that will improve the quality of people's lives. Those brands that effectively employ simplicity — by providing a consistent experience, easy access and clear presentation — tend to come out on top. This paper conveys the findings in Siegel 1 Gale's 2011 Global Simplicity Index, an output of global brand ratings based on an online survey of more than 6,000 consumers across seven countries. Most important, the survey articulates and underscores the across-the-board demand for simplicity from consumers trying to navigate their way through an increasingly complicated world. In addition, the paper illustrates how many brands are leaving money on the table by failing to embrace simplicity in their communications and interaction with consumers. Also included are Siegel 1 Gale's ‘Simple How-Tos’ for harnessing brand simplicity.

Keywords: branding; brands; simplicity; brand experience; Global Brand Simplicity Index (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2012:v:1:i:3:p:254-261

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