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Siegel+Gale is out with its annual list of the world’s “simplest brands,” defined as those that “consistently deliver on their brand promise with simple, clear, intuitive experiences,” and limited assortment stores Aldi and Lidl and ranked second and fourth, respectively.

Netflix got the number one designation, with Google ranked third.

Rounding out the rest of the top 10 are Carrefour, McDonald’s, Trivago, Spotify, Uniqlo, and Subway.

The study also surveyed more than 15,000 people across nine countries, and concluded that “55 percent of people are willing to pay more for simpler experiences … 64 percent of people are more likely to recommend a brand that delivers simple experiences … (and) companies that fail to provide simple experiences leave an estimated share of $98 billion on the table.”’’

Howard Belk, co-CEO and chief creative officer, Siegel+Gale, says that he believes that “our study reaffirms an increasing demand for transparent, direct, simple experiences that make peoples' lives easier. Once again the data proves that simplicity pays.”
KC's View:
There is a lesson here, though I’m not sure it is to emulate Aldi and Lidl. (Though this certainly speaks to this format’s ability to break through the clutter, and the danger it poses to traditional and often mediocre stores.)

The businesses cited, I think, are very good at telling a clear-cut, compelling narrative about their existence … to me, it is not about the simplicity of the brand as much as it is about the easy-to-understand brand value narrative.