Wednesday, November 7, 2012

Survey ranks "Simplest" Brands

Hunter Communications recommended reading from:
|Co.Design

Link to Article:
Google, Ikea, Apple: The World’s 10 Simplest Brands

 Siegel + Gale have compiled a ranking of the brands that consumers find to be models of simplicity.  These companies have a clarity in what they do and how consumers can utilize their products that makes them almost automatic leaders in their categories and  consumer satisfaction.  "Simplest" companies often become a synonym for their product segment, as worldwide survey leaders  McDonalds, Google, Ikea, and Apple become the first names you think of in fast food, internet apps, home furnishings, and computers.

Excerpt: "In good design and branding, we talk a lot about “simplicity,” so much so that the word begins to feel like a lukewarm cup of coffee on our tongues. But the Siegel+Gale Global Brand Simplicity Index attempts to actually define simplicity by polling more than 6,000 consumers on the brands they find most simple (from the clarity of promotional materials to the usability of websites to the actual experience with the company’s products). The report then quantifies simplicity’s dollar value across industries. Their findings are enlightening.

Let’s start with the top 10 simplest brands* in the U.S.:
  1. Subway
  2. Dunkin’ Donuts
  3. Google
  4. Amazon
  5. Netflix
  6. Publix
  7. Apple
  8. McDonald’s
  9. Starbucks
  10. Zappos
Other than Publix--which feels like an outlier produced by a cohort of grandparents in Florida who respond to branding polls--that top 10 makes sense through and through. Subway’s $5 footlong campaign is marketing at its finest. Google’s main page is still an unadorned search bar. And even Starbucks is pretty navigable, once you get the vernacular down. At minimum, you know they sell coffee.

This top 10 represents some incredibly successful companies, so maybe it shouldn’t be a surprise that Siegel+Gale did find that consumers are willing to pay a premium for simpler experiences--an average of 3-4.1% more, or what could theoretically equate to $30 billion in revenue. The report singles out health insurance and banking as two industries standing to make the greatest gains from 'simpler products and experiences.' "

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