ALDI Tops List as World’s Simplest Global Brand for Third Year Running, while Google Tops the List in the US
NEW YORK CITY, NY, NOVEMBER 9, 2015 – Global brand strategy, design, and experience firm Siegel+Gale (www.siegelgale.com) today announced the findings of the sixth annual Global Brand Simplicity Index™ (www.simplicityindex.com). Leading discount supermarket chain ALDI topped the list as the world’s simplest brand for the third year running, while Google dominated the US rankings. The study, based on an online survey of more than 12,000 respondents across eight countries, ranks 585 brands based on their perceived simplicity.
Some of the key findings from the report this year include:
“The Global Brand Simplicity Index has shown year after year that the benefits of simplicity remain constant,” says Howard Belk, co-CEO and chief creative officer, at Siegel+Gale. “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.”
Brands can scale or plummet in the rankings based on a multitude of factors, including expansion of product offerings, or improved communications. Some brand rankings have remained consistent throughout the past six years, but other brands have fluctuated.Highlights from this year’s study include:
For the second year running 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 that are changing consumer expectations and reshaping industry category definitions.
What are disrupters doing to deliver simpler customer experiences?
“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 and chief strategy officer, at Siegel+Gale. “Their more established competitors should take notice.”
As part of this year’s study, Siegel+Gale interviewed marketing leaders and founders of brands that have consistently performed well in the index, to understand why and how they provide simpler experiences—to both employees and customers. Through interviews with Google, Dunkin’ Donuts, Gannet, CVS Health, Zappos and Southwest Airlines, it’s apparent that weaving simplicity throughout brand experience is key to success.
This year Siegel+Gale introduced a new section in the report, which examines how consumers use social media platforms to perform certain tasks, and the implications for brands. They found brands should:
The 2015 Global Brand Simplicity Index™ Top 10 Brands
6. Burger King
To explore the full report, go to: www.simplicityindex.com.
About the 2015 Global Brand Simplicity Index
The Siegel+Gale Global Brand Simplicity Index is a report of global brand ratings, based on an online survey of more than 12,000 consumers in eight countries who are asked to evaluate perceived points of simplicity or complexity in consumer interactions with over 585 brands across 25 industries. Each brand is rated on elements of the simplicity methodology. Siegel+Gale defines simplicity as ease of understanding, transparency, caring, innovation and usefulness of communications as well as how complex and complicated typical interactions are in relation to industry peers. The data collected is used to generate two scores: An Industry Simplicity Score™ and a Brand Simplicity Score™. The Industry Simplicity Score rates each industry on its perceived simplicity. Industries are evaluated on their contribution to making life simpler or more complex, the pain of interactions with companies within the industry and how the industry’s communications rank in terms of ease of understanding, transparency/honesty, concern for customers, innovation/freshness and usefulness. The Brand Simplicity Score rates each brand on its perceived simplicity. It evaluates each brand on the simplicity/complexity of products, services, interactions and communications in relation to industry peers. The score takes into consideration the consistency of responses, the difference between user and non-user perceptions and the simplicity score for the brand’s industry. The annual research study was first conducted in 2010.
Siegel+Gale (www.siegelgale.com) is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear. Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Dubai, and Shanghai, but we’re willing to fly just about anywhere. We’re also not alone. As part of the DAS Group of Companies, a division of Omnicom Group Inc., we have strong partners all around the world.
Senior PR Manager, Siegel+Gale
Katie Beaule [email protected]