Siegel+Gale publishes an annual ranking of the “simplest brands”: the Global Brand Simplicity Index (the ones that makes their clients’ lives easier) based on an international opinion poll conducted with 12,000 consumers.
Simplicity is increasingly important in a world that’s ever more complex. That’s why these “simple brands” gain their clients’ loyalty and perform better financially than their competitors.
63% of consumers surveyed this year said they would pay more for a simpler customer experience and 69% are more likely to recommend a brand that provides a simplified customer experience.
The companies that came in the top 10 simplest brands have outperformed the stock market by 214% on average since the ranking began in 2009.
The 10 simplest brands chosen by consumers this year are:
- Burger King
- Kentucky Fried Chicken
Credit photo: Mike Mozart
These brands are threatened by a destabilising group who are improving existing customer experiences or creating brand new ones. Bizarrely, the report doesn’t rank the destabilisers worldwide so here’s my American top 10:
- Dollar Shave Club (and their famous motto “Shave Time, Shave Money“)
- Warby Parker
- The Honest Co.
- Blue Apron
Incidentally, these two rankings show that the customer experience isn’t solely based on digitalisation. That takes away a potential excuse for the lack of focus of certain companies on improving their customer experiences.