Simple is Hard, But it Pays

Marketing News Exclusives

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Published 12/5/2012

Author: Molly Soat

Molly Soat is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at msoat@ama.org.

Summary

Simple is hard, as any brand visionary will tell you. It’s incredibly difficult to develop a simple, user-friendly product or service, and arguably just as difficult to craft a simple brand and messaging for it. But as winning brands in the modern marketplace demonstrate, simple pays.

New York-based global branding firm Siegel+Gale has been tracking the potential value of simplicity as a brand attribute for three years running in its Global Brand Simplicity Index survey. This year’s installment measured respondents’ perception of 94 of the world’s most recognizable brands. The firm surveyed more than 6,000 people from seven countries, asking questions about major brands in 25 global industries. According to the study, 80% of respondents are likely to recommend a brand because it provides simpler experiences and communications. Depending on the industry, up to 60% of respondents are willing to pay more for simpler experiences and interactions.

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Member Comments (1):

Marriott Murdock wrote:
Nice piece Molly, and a great reminder of how simplicity should extend through the tenticles and products of a brand.
Posted on : 12/6/2012

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