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:

  1. ALDI
  2. Google
  3. Lidl
  4. Netflix
  5. McDonald’s
  6. Burger King
  7. IKEA
  8. YouTube
  9. eBay
  10. Kentucky Fried Chicken

photo article

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:

  1. Dollar Shave Club (and their famous motto “Shave Time, Shave Money“)
  2. Warby Parker
  3. Seamless
  4. GoPro
  5. The Honest Co.
  6. Spotify
  7. GrubHub
  8. Pandora
  9. Uber
  10. 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.

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Communicator. Blogger. Author. Christophe’s career is articulated around 3 times, 3 companies and 3 passions. He has 26 years of experience in communication, including 19 years as communication director and 13 years on executive committees of entities generating several billion euros in turnover. His development took place within Alcatel, DCNS and Microsoft. He has acquired a complete experience both in terms of communication issues (brand, press, internal, crisis, digital transformation, marketing ...) as well as business contexts (B2B or B2C, expanding or declining markets, listed or unlisted companies, very varied cultures). His added value is the result of three passions: 1. Change: The design and deployment of change strategies - i.e. changes in perception to serve the growth and reengineering of functions in the service of performance. 2. International: the management of activities and international teams. 3. Digital: the digital transformation, like the doubling of the digital share in the marketing mix of Microsoft France. Beyond his professional activity, his passions are also expressed in his blog, newsletter and podcast ( dedicated to the issues of perception, books and activity as a speaker.