Aldi, Google and Amazon top survey of ‘simple’ brands

New York – Grocery discounter Aldi has been ranked the world’s “simplest” brand, with simplicity defined as a clarity of purpose that enables employee innovation and customer service. According to the annual 2013 Global Brand Simplicity Index from strategic marketing firm Siegel & Gale, is ranked second, followed by Google, which came out on top this year. The report is based on a study of 10,000 consumers in seven countries,

The rest of the top 10 simplest brands for 2013 are McDonald’s, KFC, Carrefour, C&A, Samsung, Ikea, and Pizza Hut. Apple fell 14 spots from No. 5 to No. 19 while Wal-Mart climbed from No. 28 to No. 14.

Other findings include:

  • Seventy-five percent of consumers are more likely to recommend a brand because it provides simpler experiences and communications.
  • In the U.S., 29% of consumers said they are willing to spend up to 4.6% more for a simpler experience.
  • A stock portfolio made from the publicly traded top 10 global simplest brands outperforms the major indexes.

"Our fourth annual survey reveals that on a global scale, consumers would pay more for simplicity," said Howard Belk, co-CEO and chief creative officer of Siegel+Gale. "When consumers experience simplicity at every touchpoint — it inspires deeper trust and greater loyalty. This year's Simplicity Index affirms that brands willing to simplify their customer experiences stand to gain more revenue. In the data, we have the percentage increase in price consumers said they would be willing to pay for simpler experiences offered by each brand included in the survey — a tangible illustration of the value of simplicity. Brands are leaving significant money on the table because of complexity."

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