Life's Not So Simple, But Brands Should Be

Life gets complicated, right? Which is why brands try to offer simple, clear intuitive experiences.

And so the brand experts at Omnicom’s Seigal+Gale keep a close watch to award their annual World Simplest Brands awards.

This year’s top-ranked World’s Simplest Brand is Netflix, a first-time winner.

According to S+G, the brand’s “ease of experience, which allows users to stream, pause and resume viewing high-quality content — without commercials or commitments — earns them the top honor for simplicity.”

For this year's awards, Siegel+Gale asked more than 15,000 people across nine countries in the U.S., Europe, Asia, India, and the Middle East to evaluate brands and industries on their simplicity. Key findings include:

  • 55% of people are willing to pay more for simpler experiences.  
  • 64% of people are more likely to recommend a brand that delivers simple experiences.  



Howard Belk, co-CEO-CCO at S+G, said: “Our study reaffirms an increasing demand for transparent, direct, simple experiences that make peoples' lives easier. Once again the data proves that simplicity pays."

Here’s this year’s top-10 list:

  1. Netflix
  2. ALDI
  3. Google
  4. Lidl
  5. Carrefour
  6. McDonald's
  7. trivago
  8. Spotify
  9. Uniqlo
  10. Subway

More on the awards can be found here.

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