Somersault’s brand & marketing strategist, John Sawyer (@johnasawyer), recommends as reading to ponder Siegel+Gale's (@SiegelGale) just announced first annual Global Brand Simplicity Index™. It answers in the affirmative the question “Does simplicity matter?” The survey of more than 6,000 consumers across 7 countries in North America, Europe, the Middle East, and Asia uncovers the points of complexity and simplicity in people's lives. It also explores the emotional and economic value people place on having a more simplified experience with brands in different industries.
The Index generates a rating of each brand on the simplicity/complexity of their interactions and communications relative to their industry peers. It lists the following implications from the findings:
- Communicate directly, clearly, and without jargon
- Save consumers’ time with increased convenience and accessibility
- Reduce consumers’ stress by providing savings/value
- Make it easy for consumers to use and interact with your brand
- Enable consumers to get more from life: deeper relationships, easygoing lifestyles