Siegel+Gale Unveils Seventh Annual Global Brand Simplicity Index: Aldi & Lidl on top

NEW YORK - Global brand strategy, design and experience firm Siegel+Gale (www.siegelgale.com) today announced the findings of the seventh annual Global Brand Simplicity Index™(www.simplicityindex.com). The research reveals simplicity pays dividends for brands that embrace it.

Key findings:

• Simplicity earns a premium: 64 percent of consumers are willing to pay more for simpler experiences.
• Simplicity builds loyalty: 61 percent of consumers are more likely to recommend a brand because it’s simple.
• Complexity costs: Brands that don’t provide simple experiences are leaving an estimated share of $86 billion on the table.
• Simplicity performs: A stock portfolio of the simplest global brands outperforms the major indexes by 330 percent.
• Simplicity inspires: 62 percent of employees at simple companies are brand champions—versus only 20 percent of employees at complex companies.

The 2017 study, based on an online survey of more than 14,000 respondents across nine countries, ranks 857 brands on their perceived simplicity.

“Our seventh Global Brand Simplicity Index™ demonstrates more powerfully than ever that brands that embrace simplicity are more profitable,” said Howard Belk, co-CEO and chief creative officer, Siegel+Gale. “The research shows that businesses that haven’t been providing a simpler customer experience have left an estimated $86 billion on the table! Ignoring that kind of ROI is crazy.”

The 2017 Global Brand Simplicity Index™ Top 10 Brands

1. ALDI
2. Lidl
3. Google
4. Netflix
5. IKEA
6. Amazon
7. KFC
8. YouTube
9. McDonald’s
10.  SUBWAY

Global Movers and Shakers

Each year Siegel+Gale analyzes the movement of brands in the Simplicity Index rankings. Some brands remain consistent year-over-year, while others fluctuate. Highlights from the 2017 study include:

• ALDI remains the simplest brand in our global ranking for the fourth year running, while competitor Lidl once again lands in the top three.
• Yahoo! drops 37 places, demonstrating that web search isn’t always simple.
• Dollar Shave Club and Jet.com land in the top US Disrupters—their current multi-billion-dollar valuations are further testament to the power of simplicity.
• Insurance provider AXA just can’t seem to break out of the bottom spot, as they are the most complex brand for the second year running.
• Health and beauty product purveyor Sephora rises 44 spots in the global ranking.
• Global hotel chain Hilton moves up 50 spots in the global ranking.
• EasyJet has ascended 16 spots, a smooth takeoff for a customer-focused airline.
• Five out of six brands representing the restaurant industry are in the top 15, indicating that quick service often means simple service.
  

The Leaders That Deliver Simplicity

As part of this year’s study, Siegel+Gale interviewed marketing leaders of brands that are featured in the Simplicity Index to explore how they strive to make simplicity manifest in their organizations. Executives from McDonald’s, Target, Jet.com, Spotify and Direct Line opine on how they provide simple experiences.