Global Brand Simplicity Index How Have Notable Global Brands and Select Industries Performed Over Time?

Simplicity See what’s inside Index

How consumers rank leading brands, why disrupters are gaining ground and what companies can gain by simplifying. Industry Table of At Siegel+Gale, we believe that simplicity Symbols Contents is defined by remarkably clear and Simplicity Index Simplicity Highlights

Appliances 4 Timeline 2 unexpectedly fresh brand experiences.

Automotive 6 Highlights Banks/Retail For the past five years, we’ve surveyed 18 Global Electronics 18 Industry Ranking thousands of consumers worldwide to 19 Simplicity Index Fitness 20 Top 10 brands 22 Bottom 10 brands understand which brands provide the General insurance 24 Industry comparison simplest experiences. Health insurance 30 United States Internet retail 36 United Kingdom Each year, we’ve learned something Internet search 42 Germany new—but the brand benefits of simplicity Media don’t change. Simpler brands garner Restaurants 48 Sweden greater customer loyalty, foster innovation Retail/Fashion 54 Middle East

Retail/General among employees and, in the long run, 60 India Retail/Grocery increase revenue. 66 China Retail/Health and beauty

Shipping/Mail 70 Conclusion But a new generation of companies is

Social media 70 Research methodology emerging to challenge the established order 72 Simple necessities Telecom/Cable 74 About Siegel+Gale 75 Acknowledgments of even the simplest brands. Born in a world 76 Contact us Telecom/Cell phone of complexity, they are rewriting the rules of Travel/Air service delivery and elevating consumer Travel/Booking expectations by putting simplicity at the Travel/Car rental center of the customer experience. What Travel/Hotels they offer is both fresh and clear—and they Travel/Train are beginning to reap the rewards. Utilities

For more insights on how simplicity Proving that, for the brands that embrace drives business results, visit it, simplicity pays. simplicityindex.com Timeline Simplicity Index Simplicity IntroductionTimeline 4 Five years of the Global Brand Simplicity Index How have notable global brands and select industries performed over time?

Simplicity stalwarts

McDonald’s, Google, IKEA and Amazon perennially rank in the global Top 10, demonstrating a dedication to “simple” that consumers notice.

Complexity Apple’s wild ride Social standings Banks hit bottom

crowd The brand has been on a rankings The future looks bright for Citibank and HSBC rose to the Ryanair, Hertz, Budget and roller coaster since 2010, debuting singularly focused Instagram middle of the rankings at #39 and AXA haven’t been able to at #29 and hitting a high at #5 in (up 23 spots in the US Index and #48 in 2012, but have since fallen break out of the Bottom 10, 2012, before falling to #22 in 2014. debuting at #53 in the Global to #87 and #81 on this year’s proving that complexity Not far from the tree, iTunes fell rankings), while Facebook and global list—despite messages continues to plague global from #28 in 2011 to #65 in 2014. LinkedIn have historically had that speak of customer focus, brands across many sectors. trouble rising past the middle consumers see them as ranks, landing this year at #57 self-interested. and #84, respectively, on our Global Index. Highlights Simplicity Index Simplicity Highlights

6 Simple brands Percentage of growth of index/portfolio since the beginning of 2009

top market 200%

+260% Simplicity indexes Portfolio 150%

+115% S&P

100% +94% DAX

+89% DOW Since 2009, a stock portfolio comprising the publicly traded simplest brands in our +51% FTSE Global Top 10 outperforms the major indexes. 50%

-50%

2009 2010 2011 2012 2013 2014 through Sep 2nd

For more insights on how simplicity drives business results, visit simplicityindex.com Highlights Simplicity Index Simplicity Highlights

8 2014: Simplicity by the numbers

0 $1

170 % 70 % 38 % Complexity costs How much a portfolio of the world’s The percentage of consumers who The percentage of consumers In the most complex industries, simplest brands has beaten the average are more likely to recommend a brand willing to pay more for simpler customers are 2X more likely to call global stock index since 2009. because it provides simpler experiences experiences. a representative to find information and communications. than in less complex industries. Highlights Simplicity Index Simplicity Introduction

10 Simplicity Index Simplicity Highlights

10 Global movers and shakers

Germany shows Battle for binge up to play watchers Not only did the Germans win the #5 Netflix is expanding into new global World Cup, they boast three brands markets beyond the US and Sweden, in the Global Index Top 10—ALDI, leaving #10 Amazon to play catch-up Lidl and Miele. on streaming capabilities and original Coffee break The Wal tumbles content creation. Omnipresent coffeehouse Starbucks Global big-box retailer Walmart dropped 26 spots to #43 in this year’s drops 28 spots this year to #42, Global Index. It appears that a demonstrating that more variety complicated menu and competition can create complexity. from niche baristas and brewers is making it hard for the brand to stay hot. Highlights

Simplicity Index Simplicity Highlights What disrupters are doing 12 to deliver simplicity:

They sidestep traditional industry protocols and shift power to The disrupter consumers. Brands like Airbnb and VRBO have usurped power Empowering from hotels and given it to local residents, allowing them to rent out people vacant properties—from spare rooms to vacation houses. Aereo gave viewers affordable access to broadcast television on their mobile factor devices and computers, and more incentive to “cut the cord.”

Simple brands can’t be complacent. A new breed of brands is emerging, and they’re disrupting the status quo, changing consumer expectations. They turn underwhelming experiences into moments of delight. Though they span different industries, they possess a common Warby Parker brought buying eyeglasses to digital platforms by offering online look-books, sizing guides and at-home try-ons. characteristic—simplicity is at the core of the experiences they deliver. Reimagining experience Blue Apron reduces the complexity of cooking by delivering proportioned and pre-measured ingredients right to the customer’s kitchen, and eliminating the tedium of preparation.

They identify pain points in everyday processes, and remove them. Venmo makes paying other people as easy as sending a text Removing message, and reduces waiting periods for available funds and friction bank fees. Uber comes to the aid of pedestrians who can’t hail a taxi by sending cars directly to them, after just a couple of taps on their mobile phones.

They value people’s time by providing services to them where and when they’re most needed. FreshDirect saves people a trip to the store by delivering an online grocery shopping experience, and fresh groceries right to their door. Time is money, and smart thermostat Saving time Nest helps customers save both by learning people’s behavior to tailor household temperature—and the ability to manage it from a smartphone or tablet enables customers to conserve energy in more ways than one.

Although Aereo, Airbnb and Uber face regulatory roadblocks, and others will likely face similar challenges, these upstarts know how to evolve—don’t expect them to go down without a fight. Highlights

Simplicity Index Simplicity Highlights The disrupter index 14 This year, we asked consumers in the US and UK to evaluate select, regionally relevant disrupters based on the simplicity of their products, services, interactions Simplicity is the and communications in relation to established industry peers. Here’s how they ranked.* United States United Kingdom

ultimate disrupter Brand SIMPLICITY SCORE Brand SIMPLICITY SCORE GrubHub 944 Netflix 851 It’s clear that simplicity is core to disrupters’ value propositions. Here’s what Uber 924 OVO Energy 791 survey respondents had to say about how disrupters perform vs. traditional Aereo 911 Airbnb 791 brands in their industries. Warby Parker 910 Citymapper 764 FreshDirect 910 Uber 753 Blue Apron 891 Spotify 752 Square 880 WhatsApp 747 Venmo 859 Eventbrite 726 Seamless 823 Snapchat 722 PeaPod 793 My Fitness Pal 703 GoPro 783 PayPal 701 VRBO 781 Tinder 701 Spotify 771 Dropbox 681 Pandora 762 Nest 661 “It’s a simple service with a simple pricing “It seems like their contract hides a lot of RunKeeper 758 TSB 657 model, so that makes it simple.” vs. small text and may hide legal language that works against customers.” Nest 738 RunKeeper 637 “Sign on, pay fee, watch TV. Sounds pretty simple to me.” “Completely not user friendly.” My Fitness Pal 737 Metro Bank 629 Etsy 735 Wonga 526 Google Wallet 704 Delivery.com 703 Airbnb 703 “You can easily transfer money from one “Complicated banking products.” person to another with a different bank, Soap.com 685 vs. “Hard to transfer money.” and it’s not complicated.” FitBit 682 “Easy to make and receive payments PayPal 676 on phone.” Ally 667 Jawbone UP 665 Gilt 655 Buzzfeed 627 “Website layout is better and easier “Hate searching through the website.” Beats Radio 602 to search and find what you need.” vs. “Services and prices are not clear.” BleacherReport 589 “Clearly defined terms and conditions.” “Too complicated to book a room.” Tesla 586 “Easy, quick access to low-cost, local * For information on our ranking accommodations.” WhatsApp 582 methodology, see page 70. Global Global Global Industry Ranking Simplicity Index

RANK RANK RANK industry SCORE CHG* BRAND SCORE CHG BRAND SCORE CHG BRAND SCORE

1. Internet search 950 1. 0 N Aldi 936 43. -26 � K Starbucks 656 85. 1 � Y E.ON 500 2. Electronics 761 2. 1 � H Google 927 44. -23 � D Lenovo 655 86. 1 � V Avis 496

Simplicity Index Simplicity Global 3. Retail/Grocery 733 3. N/A N Lidl 820 45. 11 � I Groupon 654 87. 1 � C Citibank 438 18 4. Internet retail 728 4. 0 K McDonald’s 813 46. 32 � R Sky 653 88. -20 � G Bupa 434 5. Appliances 726 5. N/A I Netflix 792 47. 2 � B Mercedes-Benz 650 89. 3 � T Ryanair 418 6. Restaurants 699 6. 3 � M IKEA 790 48. 5 � T Lufthansa 650 90. 1 � F AXA 284 7. Retail/General 664 7. 0 L C&A 785 49. 16 � A Siemens 649 8. Media 656 8. 7 � K SUBWAY 785 50. -5 � U Expedia 647 9. Shipping/Mail 603 9. N/A A Miele 777 51. -17 � W Hilton 644 10. Retail/Fashion 600 10. -8 � I Amazon 776 52. -22 � B Toyota 643 11. Travel/Hotels 595 11. -3 � D Samsung 774 53. N/A Q Instagram 641 12. Retail/Health and beauty 570 12. 0 D Nokia 773 54. -16 � B Volkswagen 639 13. Travel/Booking 563 13. -8 � K KFC 773 55. 0 L Topshop 635 14. Telecom/Cell phone 553 14. -3 � K Burger King 764 56. 19 � P FedEx 630 15. Travel/Air 551 15. 3 � H Yahoo! 762 57. 2 � Q Facebook 629 16. Social media 549 16. -10 � N Carrefour 759 58. 5 � D Motorola 624 17. Banks/Retail 523 17. -7 � K Pizza Hut 754 59. -16 � E Reebok 624 18. Automotive 496 18. -2 � D LG 751 60. -2 � S Vodafone 621 19. Utilities 487 19. -6 � Q YouTube 749 61. 1 � E Puma 619 20. Fitness 475 20. 2 � D Sony 742 62. 7 � O Boots 615 21. Telecom/Cable providers 471 21. 8 � I eBay 741 63. -16 � W Holiday Inn 613 22. Travel/Train 461 22. -3 � D Apple 731 64. -12 � W Marriott 612 23. Travel/Car rental 416 23. 16 � D Dell 722 65. -5 � I iTunes 610 24. Health insurance 317 24. 8 � A Bosch 720 66. -31 � M Marks & Spencer 610 25. General insurance 270 25. 16 � D HP 710 67. N/A Q Pinterest 605 26. -2 � D Philips 710 68. N/A T British Airways 605 27. 10 � W Best Western 707 69. 11 � S O2 604 28. -3 � L H&M 702 70. -4 � Q Twitter 600 29. 35 � A Haier 698 71. -23 � B BMW 588 30. -4 � H Bing 697 72. 0 P DHL 586 31. 11 � O Sephora 696 73. -19 � M Debenhams 585 32. -12 � D Canon 695 74. 2 � P UPS 577 33. -5 � D Panasonic 684 75. N/A B Peugeot 568 34. -7 � E Nike 679 76. 1 � D BlackBerry 557 35. -2 � E Adidas 674 77. -4 � S Virgin Mobile 555 36. 10 � L ZARA 673 78. 1 � B Audi 541 37. -14 � D HTC 672 79. N/A Y Vattenfall 540 38. 13 � D Microsoft 668 80. 3 � Q Google+ 536 39. -8 � S Skype 668 81. 4 � C HSBC 535 For more insights and information about 40. 21 � B Ford 668 82. -1 � V Budget 535 how simplicity drives business results, visit 41. 9 � L Gap 663 83. 6 � V Hertz 513 simplicityindex.com 42. -28 � M Walmart 663 84. 0 Q LinkedIn 503 *Change from previous year; N/A: Not applicable Global Top 10 brands Simplicity Index Simplicity Global

20 2 3 4 Google has been a Top 10 finisher since Lidl, another global supermarket discount You’ll find McDonald’s right where it it joined the Index in 2011 and looks to chain from Germany, makes its debut on was in last year’s rankings. A consistent stay there. As famously innovative as it our global list with an impressive #3 finish. Top 10 finisher on the Simplicity Index, is simple, the Google search engine is Lidl, say respondents, “nails the shopping the world’s #1 fast-food franchise has “peerless” and “reliable,” according to experience with clear communication” faced stiff competition from chains like respondents worldwide. In fact, one study about its products. Discount supermarkets Chipotle—especially in the battle to attract found Britons trust Google more than have been growing at such a rapid more Millennials. But McDonald’s still wins they trust their own families! In India, a pace in Europe that they are beginning points with consumers for its variety of respondent marveled that Google “feels to change the competitive space. basic offerings and the knowledge that so intuitive, it feels like they’re building McDonald’s is “the same everywhere.” products based on my input.”

5 6 7 As Netflix continues to expand its reach For anyone who has had to furnish a Holding steady at #7, international beyond the US to countries including the new home or business in a hurry, Swedish fashion retail clothing chain C&A has UK and Sweden—with plans to expand furniture maker IKEA has long been a more than 1,500 stores in 21 countries. How do you get to the top of the Global Brand into Germany as well as France, Austria, simple solution. Respondents say the Respondents say the Dutch company Simplicity Index? Ask ALDI, the #1 brand for Belgium and elsewhere—it debuts combination of cheap and easy is makes online shopping easy to handle, at an impressive #5 on the global list. unbeatable, as is the minimalist and offers a wide selection and provides the second year in a row. Or better yet, ask the Respondents say they love Netflix’s fixed space-saving design that helps “simplify timely information about fashion trends. customers of this worldwide German discount price with access to everything, as well home life.” IKEA’s inviting approach to All of which makes the C&A experience as its “simple app and payment method.” brand experience—which recently “easy and straightforward.” supermarket (and owner of Trader Joe’s in the included an overnight spa in one of its United States). They’ll tell you simply, as our UK stores—wins points, too. respondents did, that ALDI offers “clear pricing and a clear offer”—namely, high quality at low prices with a trimmed-down approach that makes decisions easier and the shopping experience basic, but rewarding. 8 9 10 “Simple menus,” “pricing that’s easy to Driven by the motto “Forever Better,” Amazon’s product lines now extend far remember” and a product that “caters to this German-based manufacturer of beyond books, music and electronics to individual customer needs”—that’s how high-end appliances prides itself on the competitive world of television series respondents describe SUBWAY. With quality, and respondents agree Miele and even gallery art. Some wonder whether more than 42,000 restaurants in 108 is top shelf. “A superb brand that never the world’s largest Internet company is countries, SUBWAY has built its reputation malfunctions,” says one respondent from overextending itself. Dropping from on an uncomplicated, made-to-order Sweden, summing up the sentiment. Its #2 last year, Amazon still delivers enough product. Up from #15 last year, SUBWAY is uncomplicated technology and simple simplicity to keep it in the Top 10. At its For more insights on how simplicity drives business working on building its base with health- operation win consumer satisfaction core, it continues to offer easy browsing, results, visit simplicityindex.com conscious Millennials. Avocados, anyone? for the entire experience, from purchase clear price comparisons and fast delivery. 1 to usage. Global Bottom 10 brands Simplicity Index Simplicity Global

22 81 82 83 For HSBC, it’s been a steady decline As rental car companies like Budget Hertz certainly isn’t winning any popularity from the middle of the pack to the Bottom continue to consolidate, and prices rise contests with consumers globally, who 10 of the Global Brand Simplicity Index. as a result, consumers are feeling more have complaints about every step of the Respondents say customer service leaves than a pinch in their wallets. They’re customer journey. “Useless customer them with the impression that the bank, feeling confused and just a little bit angry. service,” laments one Swedish respondent. not the customer, comes first, making “There are always hidden things you In the Middle East, a respondent complains “everything harder than it needs to be.” need to look into,” says one respondent, there’s a “lack of clarity” about leasing, and Clearly, HSBC needs to learn from First while another adds, “Advertising another in Germany says waiting times Direct, the Internet bank it owns, which materials and the website are misleading.” are “annoying.” landed in the Top 10 of the UK list.

84 85 86 LinkedIn has a very simple problem: E.ON is a giant in the industry of energy There’s a bit of a traffic jam of American People don’t understand its purpose. supply, operating in more than 30 rental car companies at the bottom of the That complicates life when you’re a countries. Its problems are just as big. Global Brand Simplicity Index. While Hertz social networking site that’s all about Earlier this year, the German-based and Avis have switched relative places this Global insurance group AXA claims last making business connections. “I can’t utility company was ordered to pay a year, it’s still the same old story. In Sweden, place in our Index. If AXA’s been consistent in figure out why it’s really helpful,” record 12 million British Pounds after an Avis is perceived as unwilling to help. In the comments one US respondent. Other investigation in the UK found extensive US, respondents complain about its any way, it’s apparently doing so by proving respondents note concerns about poor sales practices. No wonder complicated rewards program, while in insurance companies are difficult to work with. security, while others complain about respondents around the world say Germany a respondent calls them One German respondent says AXA contracts excessive email communication and E.ON “is completely untrustworthy,” out “sneaky.” “Everything is complex about 90 a difficult-to-navigate website. for themselves and just plain difficult. Avis,” says a respondent from India. are “hair-splitting” as well as time-consuming. In the Middle East, a frequent complaint is that terms and conditions may differ from what was communicated.

87 88 89 Like HSBC, US-based Citibank has been UK-based international healthcare What can we say about Irish budget dropping in the Global Brand Simplicity provider Bupa is ailing. Its condition took airline Ryanair that hasn’t been said Index ranks for much of its five-year a 20-spot turn for the worse this year, before? Despite the company’s promise history, and now is dangerously close to landing close to the Global Brand for a renewed focus on the customer hitting the absolute bottom. In the Middle Simplicity Index floor. Complaints range experience, it’s still a bumpy and East, respondents say the bank’s from too much jargon in the handbooks, complicated ride for passengers. procedures are not convenient, and too many plans and a complex pricing “Complex booking with all the onus on in the US, the complaints range from structure, to “not keeping its commitment the passenger,” says one respondent. loopholes and fine print to “messages to clients at the time of settlement.” “Irritating and generally misleading,” For more insights on how simplicity drives business designed to confuse the customer.” says another. results, visit simplicityindex.com Global Perceptions often differ by region. Below is a country-by-country industry comparison Global Industries and categories don’t stack up evenly across markets when it comes to Industry comparison against the global industry ranking. Industry comparison simplicity. These outliers demonstrate new opportunities to simplify in select regions:

a score of 701 or more 700–601 600–501 500–401 400 or less

GLOBAL MIDDLE

Simplicity Index Simplicity Global SCORE RANK US UK GERMANY Sweden EAST INDIA CHINA

24 Internet search (most simple global industry) 950 1 In Sweden, the

Electronics 761 2 Consumers deem Internet automotive industry

Retail/Grocery 733 3 retail and shipping/mail as will need to kick

Internet retail 728 4 simple in most regions, but in into high gear to

Appliances 726 5 the Middle East, consumers change consumer

Restaurants 699 6 say the industries haven’t perceptions.

Retail/General 664 7 delivered on simplicity.

Media 656 8

Shipping/Mail 603 9 The telecom/cell phone Retail/Fashion 600 10 In most regions, industry receives praise

Travel/Hotels 595 11 insurance is in an for simplicity in China

Retail/Health and beauty 570 12 unhealthy state and India, but catches

Travel/Booking 563 13 when it comes to significantly more static

Telecom/Cell phone 553 14 simplicity, with in the rest of the world.

Travel/Air 551 15 the exception of

Social media 549 16 health insurance in Germany. Banks/Retail 523 17 Respondents in India Automotive 496 18 and the Middle East Utilities 487 19 identify complexity

Fitness 475 20 In the Middle East and China, in the hotel industry,

Telecom/Cable 471 21 the social media industry while respondents

Travel/Train 461 22 posts high Simplicity Scores in other regions

Travel/Car rental 416 23 compared to other regions. find it relatively

Health insurance 317 24 accommodating.

General insurance (most complex global industry) 270 25 Global Simplicity Index Simplicity Global 26 The way forward The Simplicity Being confined to an industry with a low premium doesn’t mean that individual brands can’t break free. It all comes down to their dedication to delivering simple experiences and communicating them in ways that inspire consumers. This chart shows the premium position of the Top 10 global brands that have the highest premium in each group.

All brands can benefit from simplifying, but not all may benefit equally. To understand how brands can reap the financial rewards of simplicity, and what they need to do to command more for their services, we compared brands based on two dimensions: Stalling Striding

Simplicity Score Panasonic Sky Miele Dell How simple a brand is perceived to be by consumers Microsoft IKEA Ford Best Western Gap Starbucks Apple ZARA Simplicity Premium Philips Burger King Netflix Samsung How much more people are willing to pay a brand for simpler experiences Amazon Carrefour C&A H&M

We divided the brands into four groups based their current state:

Stalling Already seen as simple, these brands will face difficulty in charging a higher premium for simplifying further. They must demonstrate the value of the simplicity they already offer, and find fresh ways of providing simple experiences. Snoozing Slacking Simplicity Score Striding Perceived as simple, these brands will be awarded a premium if they keep Marriott O2 Peugeot Avis simplifying their customer experiences. They must stay on the path of simplicity Ryanair Holiday Inn Mercedes-Benz BMW to continue reaping the rewards. BlackBerry FedEx Lufthansa Audi iTunes Vodafone Volkswagen Hilton Snoozing DHL Debenhams Toyota Siemens These brands are so complicated, consumers can’t imagine they could simplify to a degree that’s worth paying more for. They must fix fundamental complexity problems before they can command a premium for their services.

Slacking These brands are not seen as simple, but consumers would pay a higher premium if they were. If they focus on simplifying, they have the potential to Simplicity Premium capture significant rewards. United States United States United States Industry Ranking Simplicity Index

RANK RANK RANK industry SCORE CHG* BRAND SCORE CHG BRAND SCORE CHG BRAND SCORE

1. Internet search 950 1. 4 � I Zappos.com 914 43. -18 � I eBay 660 85. -29 � M Sears 548 2. Restaurants 929 2. -1 � I Amazon 894 44. 6 � W Comfort Inn 658 86. -25 � U Priceline.com 547 3. Retail/Grocery 853 3. 1 � K SUBWAY 840 45. -7 � A Whirlpool 655 87. -4 � S Skype 544 4. Internet retail 845 4. 7 � K Pizza Hut 822 46. 27 � L Gap 655 88. -9 � D Motorola 543 5. Electronics 817 5. -3 � I Netflix 821 47. 23 � Q Instagram 653 89. 4 � P DHL 541 6. Appliances 772 6. 6 � N Trader Joe’s 819 48. -20 � W Marriott 652 90. -4 � J CNN 539 7. Shipping/Mail 755 7. 11 � N Kroger 817 49. 4 � W Hilton 649 91. 13 � V Avis 534 8. Travel/Hotels 720 8. -5 � K McDonald’s 814 50. -17 � W Holiday Inn 648 92. -5 � D Microsoft 526 Simplicity Index Simplicity United States 9. Retail/General 719 9. N/A K Chipotle 812 51. -28 � M Walmart 647 93. -4 � C Chase 525 30 10. Retail/Fashion 708 10. -4 � K Dunkin’ Donuts 810 52. -4 � B Ford 642 94. 4 � V Budget 525 11. Retail/Health and beauty 705 11. 36 � B Honda 785 53. -7 � D Sony 641 95. 18 � F Farmers 520 12. Banks/Retail 591 12. -4 � H Google 784 54. -24 � N Albertsons 640 96. 3 � F State Farm 508 13. Utilities 590 13. 0 K Burger King 768 55. -28 � B Toyota 639 97. -9 � J MSNBC 508 14. Fitness 552 14. -5 � T Southwest Airlines 758 56. 22 � B Chevrolet 637 98. 18 � T Delta Air Lines 507 15. Automotive 546 15. -5 � K Starbucks 744 57. -3 � B Volkswagen 635 99. -5 � J Fox News 504 16. Travel/Booking 544 16. 23 � P UPS 737 58. -39 � I Groupon 634 100. -8 � C Wells Fargo 493 17. Media 540 17. 28 � N Safeway 737 59. 17 � F Progressive 632 101. -11 � J The Wall Street Journal 491 18. Telecom/Cell phone 505 18. 37 � U KAYAK 736 60. -23 � L H&M 630 102. 16 � C Bank of America 491 19. Travel/Air 486 19. N/A I Craigslist 734 61. -27 � M Macy’s 630 103. -3 � F AllState 490 20. Travel/Car rental 473 20. -4 � M IKEA 733 62. -27 � J USA Today 629 104. -7 � V Hertz 489 21. Travel/Train 471 21. 0 D Apple 726 63. -1 � E Adidas 627 105. 0 T American Airlines 489 22. Social media 385 22. -8 � K KFC 726 64. 32 � B Dodge 625 106. 1 � S Sprint 463 23. Telecom/Cable providers 355 23. -16 � N Publix 718 65. -33 � A Maytag 624 107. 8 � T United/Continental 457 24. General insurance 325 24. -4 � H Yahoo! 715 66. -2 � D Dell 623 108. -7 � J The New York Times 455 25. Health insurance 240 25. -8 � H Bing 705 67. 7 � D Panasonic 617 109. -3 � Q Facebook 447 26. -11 � M Target 699 68. 14 � O Rite Aid Pharmacy 616 110. -15 � Q Google+ 441 27. 16 � L Victoria’s Secret 697 69. -4 � U Expedia 614 111. -2 � Q LinkedIn 428 28. 16 � T JetBlue Airways 697 70. 5 � A GE 611 112. -21 � X Amtrak 411 29. -3 � P FedEx 697 71. -3 � Q Yelp 609 113. -10 � T US Airways 404 30. -8 � L Old Navy 693 72. 0 F GEICO 606 114. -4 � C Citibank 396 31. 46 � O Sephora 689 73. -7 � E Reebok 603 115. -3 � R DIRECTV 386 32. 37 � W Days Inn 688 74. -17 � V Enterprise 601 116. N/A F MetLife 386 33. 8 � D Samsung 684 75. -4 � W Ramada 601 117. -3 � S AT&T 380 34. 24 � Q Pinterest 679 76. -34 � M Kmart 595 118. -16 � S Verizon 378 35. 24 � E Nike 676 77. -17 � U Orbitz 593 119. -11 � R DISH Network 374 36. 27 � W Best Western 673 78. 3 � D HP 589 120. 1 � G UnitedHealth Group 339 37. 14 � O CVS/pharmacy 673 79. 6 � S T-Mobile 589 121. -1 � G Aetna 316 38. -2 � Q YouTube 670 80. -13 � C U.S. Bank 574 122. 0 G HUMANA 259 39. -8 � O Walgreens 669 81. 30 � F Nationwide 572 123. 0 R Comcast 251 For more insights and information about 40. 0 I iTunes 667 82. -2 � Q Twitter 568 124. 1 � R Time Warner Cable 232 how simplicity drives business results, visit 41. -17 � N Whole Foods Market 664 83. 1 � V Alamo 556 125. -1 � G CIGNA 232 simplicityindex.com 42. 10 � P USPS 664 84. -55 � D Canon 553 *Change from previous year; N/A: Not applicable United States Depending on the industry, up to 27% of people are willing to pay more for simpler United States All brands can benefit from simplifying, but not all may benefit equally. To understand brand experiences and interactions. The amount they’re willing to pay varies by industry, who has the most to gain, we compared brands based on two metrics. We then divided Simplicity premium but is significant. Simplicity premium them into four categories based on their potential.

For simpler experiences, Brand simplicity premium people would pay: Simplicity Index Simplicity United States

32 Stalling Striding Already seen as simple, these brands will Perceived as simple, these brands will be face difficulty in charging a higher premium awarded a premium if they keep simplifying for simplifying further. their customer experiences.

KFC Netflix Gap Samsung Victoria’s Secret Nike Dunkin’ Donuts Honda Walgreens Best Western Whirlpool Chipotle Burger King Publix Target Kroger FedEx Apple CVS/pharmacy Kohl’s 4 % and more Snoozing Slacking

% Score Simplicity These brands are so complicated, These brands are not seen as simple, but 3.6–3.9 consumers can’t imagine they could simplify consumers would pay a higher premium more to a degree that’s worth paying more for. for their services if they were. 3.2–3.5 % How simple a brand is perceived be to more Wells Fargo Volkswagen up to GE H&M Microsoft United/Continental 3.1 % Hilton T-Mobile Bank of America GEICO more Groupon Amtrak Verizon AT&T Reebok Ford Holiday Inn Toyota Social media Travel/Car rental State Farm HP Banks/Retail Travel/Booking Retail/Health and beauty Shipping/Mail Appliances Travel/Train Retail/Grocery Media Travel/Air Travel/Hotels Electronics Simplicity Premium Retail/General Internet retail Health insurance Restaurants How much more people are willing to pay for simpler experiences in the future Utilities Automotive Telecom/Cable Internet search General insurance Telecom/Cell phone Fitness Retail/Fashion

Chart includes the top ten brands with the highest premium, in each category. United Kingdom United Kingdom United Kingdom Industry ranking Simplicity Index

RANK RANK RANK industry SCORE CHG* BRAND SCORE CHG BRAND SCORE CHG BRAND SCORE

1. Internet search 950 1. 5 � N Aldi 879 43. N/A C Nationwide 680 85. -3 � P Parcelforce Worldwide 595 2. Internet retail 808 2. -1 � I Amazon 849 44. 12 � A Bosch 679 86. 11 � R Sky 595 3. Retail/Grocery 752 3. 1 � W Premier Inn 831 45. 20 � E Nike 674 87. -2 � C Barclays 593 4. Appliances 730 4. -2 � K McDonald’s 828 46. -37 � T Virgin Atlantic 673 88. -27 � C HSBC 593 5. Restaurants 720 5. 2 � H Google 828 47. 11 � D Philips 672 89. -51 � C The Cooperative Bank 591 6. Retail/General 663 6. 9 � M John Lewis 808 48. 7 � E Adidas 671 90. -50 � B Volkswagen 589 7. Electronics 646 7. 6 � N Sainsbury’s 808 49. 0 D Canon 671 91 -8 � B Audi 589 8. Travel/Hotels 622 8. 27 � J BBC 805 50. 45 � P Royal Mail 670 92 27 � C Santander 587 9. Retail/Fashion 593 9. -4 � N Asda 804 51. 28 � S Three 667 93 -15 � S Virgin Mobile 583 10. Media 584 10. -7 � C First Direct 793 52. N/A T Monarch Air 666 94 N/A L Harrod’s 579 Simplicity Index Simplicity Kingdom United 11. Travel/Booking 582 11. -3 � K KFC 773 53. -26 � M Debenhams 666 95 3 � V Hertz 575 36 12. Retail/Health and beauty 581 12. 0 M IKEA 763 54. 16 � B Vauxhall 665 96 7 � P FedEx 574 13. Travel/Air 539 13. 16 � L Primark 760 55. -8 � I iTunes 664 97 N/A C Barclays Direct 571 14. Automotive 539 14. -3 � N Waitrose 758 56. -23 � T British Airways 661 98 6 � Q Google+ 566 15. Shipping/Mail 505 15. 1 � O Boots 756 57. 7 � D Dell 658 99 0 Q Twitter 561 16. Telecom/Cell phone 504 16. -2 � W Travel lodge 751 58. 13 � J Guardian 657 100 -4 � C Lloyds TSB 555 17. Banks/Retail 492 17. 2 � K Burger King 744 59. 1 � L Gap 655 101 -8 � Q Facebook 555 18. Telecom/Cable 485 18. 6 � O Superdrug 743 60. 6 � H Bing 653 102 0 S Vodafone 548 19. Travel/Train 470 19. 11 � L New Look 740 61. 20 � B Peugeot 653 103 2 � G Aviva 546 20. Social media 458 20. 5 � W Holiday Inn 740 62. 32 � T easyJet 651 104 6 � S EE 540 21. Fitness 446 21. -11 � U Lastminute.com 729 63. 26 � P DHL 650 105 -25 � P UPS 534 22. Travel/Car rental 359 22. 19 � D Sony 727 64. -2 � H MSN 647 106 8 � R BT 531 23. Utilities 330 23. -2 � M Marks & Spencer 726 65. 35 � F Churchill 647 107 -35 � Y EDF Energy 525 24. General insurance 275 24. -6 � N Tesco 724 66. -7 � B BMW 646 The Royal Bank 108 5 � C 508 of Scotland 25. Health insurance 240 25. 7 � J The Sun 722 67. -15 � B Mercedes-Benz 644 26. 42 � B Ford 721 68. 19 � R Virgin Media 644 109 -3 � S TalkTalk 508 27. -7 � K Starbucks 717 69. -15 � J The Times 639 110 -33 � V Avis 494 28. -6 � L H&M 709 70. -47 � J Channel 4 639 111 9 � Y SSE 485 29. 14 � D Samsung 707 71. -32 � L ZARA 637 112 3 � Q LinkedIn 482 30. 20 � M Selfridges 707 72. 19 � D HP 637 113 8 � Y British Gas 471 31. 11 � U Expedia 702 73. 0 S Skype 636 114 10 � T Ryanair 467 32. 25 � I Groupon 700 74. -7 � T Lufthansa 628 115 -29 � Y E.ON 464 33. 15 � I eBay 699 75. N/A E Puma 624 116 -8 � G Bupa 460 34. 58 � J The Financial Times 694 76. 12 � E Reebok 623 117 -8 � D BlackBerry 456 35. -7 � D Apple 694 77. -51 � W Hilton 621 118 5 � Y npower 418 36. -5 � Q YouTube 693 78. -3 � B Renault 620 119 -3 � Y ScottishPower 388 37. 14 � N The Co-operative Food 693 79. 5 � S O2 615 120 -3 � G AXA PPP Healthcare 373 38. 8 � D Nokia 692 80. -43 � B Toyota 608 39. 24 � H Yahoo! 691 81. 20 � D Microsoft 604 40. 4 � M BHS 689 82. 8 � C NatWest 602 41. 4 � D Panasonic 684 83. N/A W Intercontinental 599 For more insights on how simplicity drives business 42. -6 � L Topshop 682 84. -15 � C Virgin Money 596 results, visit simplicityindex.com *Change from previous year; N/A: Not applicable United Kingdom Depending on the industry, up to 32% of people are willing to pay more for simpler United Kingdom All brands can benefit from simplifying, but not all may benefit equally. To understand brand experiences and interactions. The amount they’re willing to pay varies by who has the most to gain, we compared brands based on two metrics. We then divided Simplicity premium industry, but is significant. Simplicity premium them into four categories based on their potential.

For simpler experiences, Brand simplicity premium people would pay:

Stalling Striding

Simplicity Index Simplicity Kingdom United Already seen as simple, these brands will Perceived as simple, these brands will be face difficulty in charging a higher premium awarded a premium if they keep simplifying 38 for simplifying further. their customer experiences.

Waitrose Samsung % Amazon Primark 4 Topshop H&M and more Sainsbury’s John Lewis Burger King Apple Expedia Canon Holiday Inn Premier Inn Superdrug Panasonic

% 3.5–3.9 Marks & Spencer Nike more eBay Sony

Snoozing Slacking

% Score Simplicity 3.2–3.4 These brands are so complicated, These brands are not seen as simple, but consumers can’t imagine they could simplify consumers would pay a higher premium more to a degree that’s worth paying more for. for their services if they were.

up to How simple a brand is perceived be to % NatWest Volkswagen 3.1 EE (Everything Everywhere) Parcelforce Worldwide more O2 ZARA Philips Guardian HP Gap Barclays Adidas General insurance BT Three Utilities Virgin Mobile Virgin Media Travel/Booking Travel/Train The Times Puma Health insurance Retail/Fashion Dell Canon Retail/Grocery Electronics Banks/Retail Media Retail/General Telecom/Cell phone Retail/Health and beauty Simplicity Premium Shipping/Mail Internet retail Appliances Travel/Hotels How much more people are willing to pay for simpler experiences in the future Telecom/Cable Travel/Car rental Travel/Air Restaurants Social media Internet search Automotive Fitness

Chart includes the Top 10 brands with the highest premium, in each category. Germany Germany Germany Industry Ranking Simplicity Index

RANK RANK RANK industry SCORE CHG* BRAND SCORE CHG BRAND SCORE CHG BRAND SCORE

1. Internet search 950 1. 0 N Aldi 993 43. 3 � D Panasonic 776 85. 22 � G AOK 644 2. Appliances 821 2. 2 � H Google 980 44. 8 � D Philips 772 86. 11 � P UPS 634 3. Electronics 793 3. 0 I Amazon 930 45. -6 � J Prosieben 772 87. 12 � G BARMER GEK 606 4. Retail/Grocery 780 4. 4 � N Penny Markt 908 46. -16 � H Bing 772 88. -3 � V Hertz 605 5. Internet retail 774 5. 1 � N Lidl 904 47. -13 � J RTL 768 89. 9 � S O2 593 6. Media 740 6. -4 � K McDonald’s 899 48. N/A � J SAT 1 766 90. 1 � Q Twitter 591 7. Retail/General 721 7. -2 � J BILD 876 49. -27 � K KFC 763 91. 1 � I iTunes 590 8. Restaurants 719 8. -1 � M IKEA 874 50. 0 B Audi 760 92. -31 � U Alltours 587 9. Retail/Health and beauty 687 9. 0 A Miele 873 51. 29 � M MEDIMAX 756 Volksbanken -4 � C 585 93. Raiffeisenbanken 10. Retail/Fashion 683 10. 1 � I Tchibo 871 52. 26 � L ZARA 751 11. Shipping/Mail 681 11. 2 � N Edeka 865 53. 35 � B Ford 751 94. -10 � V Avis 585 12. Travel/Hotels 646 12. 7 � N Real 865 54. 15 � M Karstadt 750 95. -2 � C Sparkasse 576 Simplicity Index Simplicity Germany 13. Telecom/Cell phone 589 13. 1 � L C&A 864 55. -31 � D Canon 749 96. 5 � S Vodafone 576 42 14. Automotive 583 14. 9 � N REWE 850 56. -35 � B BMW 746 97. -2 � C Deutsche Postbank 551 15. Travel/Air 578 15. 27 � M Media Markt 846 57. -30 � W Best Western 741 98. 4 � Y RWE 545 16. Telecom/Cable providers 553 16. 17 � L KIK 845 58. 23 � D Dell 740 99. 13 � C HypoVereinsbank 539 17. Health insurance 548 17. -2 � D Samsung 843 59. 6 � M EP/Elektronik Partner 732 100. 9 � Q Facebook 538 18. Utilities 544 18. -2 � O Rossmann 838 60. 10 � P Deutsche Post/DHL 726 101. -26 � U Thomas Cook 535 19. Travel/Booking 516 19. -7 � O DM 837 61. 15 � B Mercedes-Benz 726 102. 9 � C Commerzbank 532 20. Social media 498 20. 9 � O Müller 832 62. -22 � W Marriott 722 103. 5 � Y Vattenfall 529 21. Fitness 489 21. 23 � I OTTO 831 63. 16 � B Opel 721 104. -4 � Q Google+ 523 22. Travel/Train 477 22. -4 � K Burger King 827 64. -27 � E Adidas 718 105. 14 � S Deutsche Telekom 500 23. Travel/Car rental 463 23. 2 � A Bosch 825 65. 21 � J Sky 711 106. 0 C Deutsche Bank 491 24. Banks/Retail 454 24. -7 � K Nordsee 823 66. -4 � D Apple 708 107. -4 � C TARGOBANK 489 25. General insurance 240 25. -15 � I Zalando 822 67. 23 � D Motorola 705 108. -3 � Y E.ON 486 26. 12 � O Budnikowski 821 68. -17 � Q YouTube 704 109. 9 � T Ryanair 450 27. 33 � D Nokia 819 69. -21 � E Nike 701 110. -6 � Q Xing 431 28. 19 � M Saturn 819 70. -2 � D HP 699 111. 4 � F R+V Versicherung 427 29. 30 � A AEG 816 71. -7 � E Reebok 684 112. 5 � F Wüstenrot 412 30. 26 � D Sony 815 72. 11 � D Microsoft 682 113. -3 � X Deutsche Bahn 408 31. 0 M Kaufhof 815 73. -16 � T Lufthansa 679 114. 0 F ERGO 400 32. -4 � H Yahoo! 815 74. -42 � W Holiday Inn 678 115. 1 � F AXA 397 33. 3 � J Spiegel 811 75. -32 � S Skype 676 116. 6 � F Allianz 387 34. N/A L BonPrix 808 76. -2 � P Hermes 668 117. 3 � F Generali 341 35. 0 I eBay 807 77. -11 � E Puma 666 36. -16 � L H&M 807 78. -37 � B Toyota 665 37. 8 � K SUBWAY 787 79. -16 � C ING-DiBa 659 38. 15 � W Hilton 786 80. 2 � V Sixt 655 39. 28 � A Siemens 786 81. 6 � V Europcar 654 For more insights and information about 40. N/A J Vox 786 82. -9 � U TUI 651 how simplicity drives business results, visit 41. 8 � D LG 785 83. -25 � G Techniker Krankenkasse 651 simplicityindex.com 42. -16 � B Volkswagen 777 84. -7 � T airberlin 645 *Change from previous year; N/A: Not applicable Germany Depending on the industry, up to 24% of people are willing to pay more for simpler Germany All brands can benefit from simplifying, but not all may benefit equally. To understand experiences and interactions. The amount they are willing to pay varies by industry who has the most to gain, we compared brands based on two metrics. We then divided Simplicity premium but is significant. Simplicity premium them into four categories based on their potential.

For simpler experiences, Brand simplicity premium people would pay:

Stalling Striding Already seen as simple, these brands will Perceived as simple, these brands will be face difficulty in charging a higher premium awarded a premium if they keep simplifying for simplifying further. their customer experiences. Simplicity Index Simplicity Germany

44 Bosch Volkswagen McDonald’s Miele BILD Sony IKEA SUBWAY AEG Samsung Amazon Nordsee Penny Markt Müller eBay LG 4.4 % Edeka Spiegel Rossmann Burger King and more % 4–4.3 Snoozing Slacking

more Score Simplicity These brands are so complicated, These brands are not seen as simple, but % consumers can’t imagine they could simplify consumers would pay a higher premium 3.7–3.9 to a degree that’s worth paying more for. for their services if they were. How simple a brand is perceived be to more Allianz Mercedes-Benz up to Puma Reebok Philips RWE % O2 Ford 3.6 TUI Apple more Deutsche Postbank Lufthansa Deutsche Bank Dell Sparkasse Adidas Health insurance Retail/General Deutsche Post/DHL BMW Telecom/Cell phone Media Karstadt Techniker Krankenkasse Internet search Travel/Booking Shipping/mail Internet retail Retail/Health and beauty General insurance Restaurants Travel/Air Retail/Grocery Simplicity Premium Automotive Travel/Car rental Appliances Travel/Hotels How much more people are willing to pay for simpler experiences in the future Banks/Retail Travel/Train Electronics Social media Utilities Fitness Telecom/Cable Retail/Fashion

Chart includes the Top 10 brands with the highest premium, in each category. Sweden Sweden Sweden Industry Ranking Simplicity Index

industry SCORE BRAND SCORE BRAND SCORE BRAND SCORE

1. Internet search 950 1. H Google 923 43. D Dell 659 85. Q Twitter 556 2. Retail/Grocery 808 2. M IKEA 845 44. H Bing 658 86. P Bring 550 3. Media 719 3. N ICA 811 45. T Norwegian 657 87. Y Vattenfall 550 4. Shipping/Mail 718 4. I Blocket 800 46. A Electrolux 655 88. Y E.ON Sverige 550 5. Retail/General 705 5. J Netflix 764 47. A Bosch 655 89. S Telenor Sverige 550 6. Electronics 699 6. I cdon 762 48. O Kronans Apotek 650 90. T British Airways 548 7. Internet retail 645 7. W Scandic Hotels 761 49. T SAS 646 91. G Skandia 542 8. Appliances 631 8. M Åhléns 752 50. T Lufthansa 644 92. B Saab 542 9. Restaurants 615 9. D Samsung 751 51. L MQ 642 93. R Com Hem 541 10. Travel/Hotels 600 10. U Fritidsresor 746 52. J Bonnier 640 94. V Budget 540 11. Banks/Retail 594 11. K McDonald’s 746 53. A Cylinda 639 95. Q Pinterest 531 12. Travel/Booking 579 12. D Nokia 738 54. U Apollo 638 96. Q LinkedIn 457 13. Travel/Air 548 13. N Coop 738 55. L Gina Tricot 636 97. Y Fortum 456 14. Utilities 539 14. N Lidl 737 56. S Comviq 634 98. X SJ 456 Simplicity Index Simplicity Sweden 15. Retail/Fashion 523 15. K Max 733 57. F Länsförsäkringar 629 99. T Ryanair 336 48 16. Social media 510 16. K Subway 727 58. Q Instagram 629 17. Retail/Health and beauty 479 17. Q YouTube 726 59. C Swedbank 628 18. Travel/Train 446 18. O Apoteket 722 60. P DHL 624 19. Telecom/Cell phone 442 19. L H&M 720 61. C Nordea Bank 624 20. Travel/Car rental 434 20. K Burger King 715 62. A Siemens 621 21. Telecom/Cable providers 407 21. I Tradera 714 63. J ViaSat 617 22. General insurance 329 22. J Viaplay 705 64. B Volkswagen 615 23. Fitness 326 23. U Ving 700 65. Q Google + 615 24. Automotive 278 24. B Volvo 700 66. E Nike 611 25. Health insurance 240 25. L KappAhl 700 67. F Folksam 611 26. L Lindex 697 68. S Tele2 608 27. N Hemköp 694 69. U Ticnet 606 28. Y Statoil 692 70. K Starbucks 604 29. P Schenker 691 71. S TeliaSonera 599 30. O Apotek Hjärtat 689 72. E Puma 596 31. D Apple 687 73. W Radisson 595 32. D Sony 686 74. R Canal Digital 594 33. P Posten 684 75. E Adidas 592 34. H Yahoo! 684 76. F Trygg-Hansa 588 35. C SEB 682 77. V Hertz 586 36. A Miele 680 78. Q Facebook 586 37. K Pizza Hut 679 79. R Bredbandsbolaget 583 38. C Handelsbanken 674 80. O Life 578 39. W First Hotels 669 81. B BMW 574 For more insights and information about 40. I nelly.com 668 82. E Reebok 569 how simplicity drives business results, visit 41. B Toyota 664 83. C Danske Bank 569 simplicityindex.com 42. W Nordic Choice Hotels 664 84. V Avis 556 Sweden Depending on the industry, up to 22% of people are willing to pay more for simpler Sweden All brands can benefit from simplifying, but not all may benefit equally. To understand experiences and interactions. The amount they are willing to pay varies by industry, who has the most to gain, we compared brands based on two metrics. We then divided Simplicity premium but is significant. Simplicity premium them into four categories based on their potential.

For simpler experiences, Brand simplicity premium people would pay:

Apoteket Lufthansa Simplicity Index Simplicity Sweden Bosch Miele 50 Lidl Apple Apotek Hjärtat Volvo Lindex Dell Coop Handelsbanken H&M Netflix Burger King Scandic Hotels

4.3% IKEA Schenker and more ICA SAS % 3.8–4.2 Snoozing Slacking more Score Simplicity These brands are so complicated, These brands are not seen as simple, but % consumers can’t imagine they could simplify consumers would pay a higher premium 3.4–3.7 to a degree that’s worth paying more for. for their services if they were. How simple a brand is perceived be to

more Reebok Radisson up to Länsförsäkringar Comviq SJ Apollo % Ticnet Saab 3.3 Skandia Nike more Com Hem Adidas Folksam Puma Vattenfall Trygg-Hansa Health insurance Swedbank Volkswagen Travel/Booking Social media DHL Siemens Banks/Retail Telecom/Cell phone Fitness Shipping/Mail Internet retail Retail/Fashion Utilities Travel/Train Automotive Travel/Hotels Simplicity Premium Retail/General Retail/Health and beauty Restaurants Travel/Air How much more people are willing to pay for simpler experiences in the future Internet search Telecom/Cable Retail/Grocery Appliances General insurance Travel/Car rental Media Electronics

Chart includes the Top 10 brands with the highest premium, in each category. Middle East Middle East Middle East Industry Ranking Simplicity Index

RANK RANK RANK industry SCORE CHG* BRAND SCORE CHG BRAND SCORE CHG BRAND SCORE

1. Internet search 950 1. 0 H Google 1085 43. 36 � P FedEx 642 85. -4 � D Siemens 539 2. Electronics 823 2. 0 Q YouTube 998 44. -10 � E Nike 641 86. 18 � V Budget 539 3. Social media 713 3. 0 D Samsung 892 45. -27 � X Dubai Metro 640 87. -2 � P DHL 534 4. Appliances 704 4. 4 � D Sony 855 46. -11 � M Home Centre 638 88. -6 � T Gulf Air 532 5. Restaurants 665 5. 22 � N Panda 839 47. -24 � S Zain 637 89. 23 � C Emirates Islamic Bank 528 6. Media 660 6. 9 � K McDonald’s 839 48. 5 � K Chili’s 631 90. 17 � Q LinkedIn 528 7. Retail/Grocery 632 7. 7 � D Dell 838 49. 13 � C Bank Al-Bilad 630 91. 0 I iTunes 520 8. Telecom/Cell phone 562 8. 4 � D HP 835 50. 15 � D BlackBerry 623 92. -29 � W Rotana 520 9. Travel/Air 552 9. 8 � H Yahoo! 832 51. -15 � D HTC 622 93. -19 � Y ENOC 518 10. Retail/General 545 10. 18 � Q Facebook 830 52. -7 � M SACO 620 94. -14 � C SABB 516 11. Travel/Booking 513 11. -6 � D Apple 803 53. 13 � L H&M 617 95. 16 � J Saudi TV 507 12. Travel/Hotels 491 12. -3 � D Toshiba 789 54. 35 � L ZARA 616 96. -9 � M Debenhams 505 13. Fitness 489 13. 41 � I Souq.com 785 55. 45 � S STC 616 97. -49 � M Marks & Spencer 493 14. Internet retail 488 14. -8 � K Al Baik 772 56. 27 � J Al Arabiya 614 98. 17 � P UPS 490 15. Retail/Health and beauty 485 15. -11 � N Carrefour 770 57. 38 � J Dubai TV 611 99. -9 � F Tawuniya 488 16. Retail/Fashion 430 16. -5 � J Gulf News 759 58. 2 � O Gazzaz 610 100. 8 � C Citibank 480 Simplicity Index Simplicity East Middle 17. Utilities 421 17. -7 � K Pizza Hut 759 59. 39 � C Emirates NBD 602 101. 21 � C HSBC 479 54 18. Automotive 403 18. -5 � D LG 750 60. N/A I Amazon 602 102. N/A T Flynas 476 19. Health insurance 397 19. 27 � M eXtra 746 61. -30 � S du 597 103. -39 � W Holiday Inn 474 20. Telecom/Cable 354 20. -4 � K KFC 741 62. 16 � E Puma 590 104. 9 � O Boots 474 21. Banks/Retail 339 21. 19 � K dr. CAFÉ 738 63. 23 � L Topshop 588 105. -11 � T Saudi Airlines 470 22. Shipping/Mail 337 22. 2 � S Skype 736 64. -45 � M Sharaf DG 586 106. -56 � G Bupa 463

� � 23. Travel/Train 331 23. 21 Q Twitter 726 65. 4 P Aramex 586 Orbit Showtime 10 � J 451 107. Network 24. Travel/Car rental 317 24. -3 � M IKEA 722 66. 27 � O Paris Gallery 584 25. General insurance 240 25. 30 � K Herfy 718 67. -28 � B Mercedes-Benz 582 108. -7 � L Diesel 450 26. 25 � D Philips 716 68. -12 � E Reebok 580 109. 11 � F Medgulf 421 27. -20 � T Emirates 714 69. -11 � O The Body Shop 579 110. -90 � J Arab News 411 28. -2 � K Kudu 710 70. -9 � P Saudi Post 573 111. -15 � X Saudi Railways 407 29. 1 � D Microsoft 699 71. 13 � L NEXT 572 112. 6 � V Hertz 399 30. -8 � B Toyota 698 72. 3 � B GMC 571 113. -4 � W Jumeirah 389 31. 7 � E Adidas 694 73. 15 � T Qatar Airways 571 114. -46 � B BMW 388 32. 41 � N Spinney’s 693 74. 2 � L MANGO 567 115. -45 � J The National 376

� 33. 0 S Etisalat 693 75. -23 T Etihad Airways 562 The Saudi -2 � C 375 116. Investment Bank 34. 7 � S Mobily 693 76. -29 � D Lenovo 562

� � 35. 8 J Asharq Al-Awsat 690 77. -48 J Al Jazeera 561 Oman Insurance 2 � F 372 117. Company 36. -4 � B Nissan 679 78. -19 � K Starbucks 558 37. N/A U Dnata 665 79. -2 � Y ADNOC 555 118. -16 � V Avis 366 38. -1 � C Alinma Bank 660 80. 19 � U Al Tayyar 551 Abu Dhabi National 119. -13 � F Insurance Company 364 39. 10 � J Alriyadh 656 81. 40 � V Thrifty 551 (ADNIC) For more insights and information about 40. 31 � T Fly Dubai 653 82. 15 � W Marriott 550 120. -17 � G Daman 343 how simplicity drives business results, visit 41. 26 � N Choithrams 653 83. 9 � W Sheraton 547 121. -5 � B Audi 275 simplicityindex.com 42. 68 � C NCB 643 84. -42 � C Al Rajhi Bank 544 122. 1 � F AXA 170 *Change from previous year; N/A: Not applicable Middle East Depending on the industry, up to 55% of people are willing to pay more for simpler Middle East All brands can benefit from simplifying, but not all may benefit equally. To understand brand experiences and interactions. The amount they’re willing to pay varies by industry, who has the most to gain, we compared brands based on two metrics. We then divided Simplicity premium but is significant. Simplicity premium them into four categories based on their potential.

For simpler experiences, Brand simplicity premium people would pay:

Stalling Striding Already seen as simple, these brands will Perceived as simple, these brands will be % face difficulty in charging a higher premium awarded a premium if they keep simplifying 6.7 for simplifying further. their customer experiences. and more % eXtra Al Baik 6–6.6 Emirates Apple more Choithrams Toshiba Simplicity Index Simplicity East Middle % Gazzaz Nissan 56 5.5–5.9 Emirates NBD Adidas up to Carrefour Dell more H&M Samsung % Souq.com Sony

5.4 Pizza Hut Nike more Home Centre McDonald’s

Snoozing Slacking

Avis Audi du Medgulf The National BMW Hertz Topshop Starbucks Tawuniya Marriott SABB Gulf Air Arab News Marks & Spencer Sheraton Travel/Hotels Holiday Inn The Saudi Investment Bank Shipping/Mail Media Saudi Railways Abu Dhabi National Insurance Company (ADNIC) Utilities Social media Telecom/Cable

Automotive Travel/Car rental Fitness Travel/Air Travel/Train Retail/General Retail/Fashion Simplicity Premium Banks/Retail Travel/Booking Internet search Restaurants How much more people are willing to pay for simpler experiences in the future Internet retail Retail/Health and beauty Electronics General insurance Appliances Telecom/Cell phone Retail/Grocery Health insurance

Chart includes the Top 10 brands with the highest premium, in each category. India India India Industry Ranking Simplicity Index

RANK RANK RANK industry SCORE CHG* BRAND SCORE CHG BRAND SCORE CHG BRAND SCORE

1. Internet search 950 1. 1 � H Google 963 43. 46 � M Spencers 688 85. -8 � N Godrej Nature’s Basket 546 2. Electronics 749 2. 1 � D Samsung 875 44. 8 � M Pantaloons 685 86. 13 � C HSBC 534 3. Internet retail 691 3. 1 � J The Times of India 845 45. -25 � E Reebok 683 87. N/A W The Leela 533 4. Appliances 679 4. -3 � D Nokia 841 46. 8 � U Yatra 678 88. 8 � W Marriott 531 5. Media 678 5. 19 � H Yahoo! 836 47. -5 � O Himalaya Healthcare 674 89. 13 � S Virgin Mobile 527 6. Telecom/Cell phone 642 6. 12 � D Microsoft 830 48. -7 � B Toyota 673 90. 16 � W Holiday Inn 523 7. Banks/Retail 628 7. -1 � Q Facebook 820 49. -11 � J The Hindu 670 91. 7 � T Air India 515 8. Retail/Grocery 627 8. 0 D Sony 814 50. 20 � I Shoppers Stop 666 92. 12 � M Viveks 509 9. Retail/General 619 9. 27 � D Dell 814 51. 4 � U Cleartrip 662 93. 14 � C Standard Chartered 508 10. Retail/Fashion 609 10. 13 � D Canon 808 52. 6 � M Lifestyle 659 94. 26 � G Birla Sun Life 506 11. Travel/Booking 580 11. 22 � S airtel 801 53. 35 � A Haier 659 95. -4 � W Oberoi 496 12. Social media 573 12. 47 � I eBay 797 54. -40 � D Panasonic 658 96. 9 � P UPS 490 13. Restaurants 571 13. 9 � D HP 790 55. 19 � M Megamart 644 97. N/A B Peugeot 484 14. Telecom/Cable providers 561 14. -3 � D Apple 779 56. 23 � B Volkswagen 640 98. N/A U TravelChaCha 481 15. Shipping/Mail 544 15. 49 � I Snapdeal.com 761 57. 9 � L Lee 637 99. 16 � F Oriental Insurance 461 16. Utilities 540 16. 30 � L Levi’s 759 58. -49 � B Hero MotorCorp 637 100. 12 � F ICICI Prudential 458 17. Travel/Air 525 17. 15 � B Maruti Suzuki 758 59. -25 � B Tata Motors 636 101. 12 � F Bajaj Allianz 451 18. Automotive 511 18. 11 � K Pizza Hut 753 60. -4 � M Croma 636 102. 1 � U Travelocity 449 Simplicity Index Simplicity India 19. Retail/Health and beauty 504 19. 25 � I Bata 752 61. -24 � D Videocon 630 103. 13 � V Avis 441 60 20. Fitness 488 20. -4 � K Domino’s 750 62. 52 � I Groupon 627 104. 4 � J MINT 428 21. Travel/Hotels 433 21. -4 � M Big Bazaar 749 63. 17 � U Expedia 625 105. 14 � V Hertz 427 22. Travel/Train 419 22. -10 � S Skype 748 64. 7 � Q LinkedIn 621 106. 4 � S T24 Mobile 418 23. Travel/Car rental 375 23. 8 � E Nike 744 65. 28 � Q Orkut 617 107. N/A U Ixigo 415 24. Health insurance 253 24. -19 � D Philips 742 66. 15 � M Westside 616 108. 10 � F IFFCO Tokio 393 25. General insurance 240 25. 14 � C State Bank of India 740 67. 8 � O ITC 613 109. 12 � G Max Bupa 380 26. -13 � S Vodafone 739 68. -15 � B TVS Motors 611 110. 7 � F Tata AIG 378 27. -6 � R Tata Sky 735 69. 14 � P FedEx 610 28. -3 � K Haldiram 731 70. 14 � W Taj 608 29. 21 � E Adidas 730 71. -3 � D Onida 608 30. 13 � O Lakme 723 72. 1 � K Barista 601 31. -3 � D LG 718 73. -1 � U Travelguru 597 32. 15 � A Godrej 717 74. 26 � W Hyatt 592 33. 18 � C ICICI Bank 715 75. 15 � D BlackBerry 592 34. 1 � S Tata DoCoMo 713 76. 0 S BSNL 585 35. 5 � K Café Coffee Day 707 77. -17 � B Bajaj Auto 583 36. -29 � K McDonald’s 704 78. 31 � P DHL 580 37. 28 � C Bank of India 702 79. 7 � T Jet Airways 579 38. 10 � U MakeMyTrip 700 80. 17 � F LIC 575 39. -20 � Q YouTube 700 81. -55 � S Reliance Mobile 565 For more insights and information about 40. 22 � C HDFC Bank 697 82. -33 � S Tata Indicom 564 how simplicity drives business results, visit 41. 28 � N Reliance Grocery 692 83. 11 � B Ford 559 simplicityindex.com 42. 36 � L Peter England 692 84. 1 � J DNA 553 *Change from previous year; N/A: Not applicable India Depending on the industry, up to 62% of people are willing to pay more for simpler India All brands can benefit from simplifying, but not all may benefit equally. To understand experiences and interactions. The amount they are willing to pay varies by industry, who has the most to gain, we compared brands based on two metrics. We then divided Simplicity premium but is significant. Simplicity premium them into four categories based on their potential.

For simpler experiences, Brand simplicity premium people would pay:

7.8 % % Stalling Striding 7.4 –7.7 and more Already seen as simple, these brands will Perceived as simple, these brands will be face difficulty in charging a higher premium awarded a premium if they keep simplifying more for simplifying further. their customer experiences. % 6.9 –7.3 Reebok Toyota more Canon Volkswagen The Times of India Bank of India up to Pantaloons Dell % Megamart Haier Simplicity Index Simplicity India 6.8 Domino’s Nokia 62 more Lakme State Bank of India Vodafone HP Peter England Samsung Shoppers Stop Apple

Snoozing Slacking

Simplicity Score Simplicity These brands are so complicated, These brands are not seen as simple, but consumers can’t imagine they could simplify consumers would pay a higher premium to a degree that’s worth paying more for. for their services if they were. How simple a brand is perceived be to Tata Indicom Peugeot Bajaj Allianz Ixigo BlackBerry TravelChaCha FedEx IFFCO Tokio General Insurance Birla Sun Life Avis Bajaj Auto Hertz ITC Virgin Mobile Banks/Retail Croma Hero MotorCorp Travel/Train Lee Ford Retail/Health and beauty BSNL Travelocity General insurance Health insurance Internet retail

Telecom/Cable Media Travel/Air Travel/Car rental Restaurants Automotive Fitness Simplicity Premium Travel/Booking Shipping/Mail Electronics Retail/General How much more people are willing to pay for simpler experiences in the future Telecom/Cell phone Utilities Retail/Grocery Internet search Travel/Hotel Appliances Social media Retail/fashion

Chart includes the Top 10 brands with the highest premium, in each category. China China China Industry ranking Simplicity Index

RANK RANK RANK industry SCORE CHG* BRAND SCORE CHG BRAND SCORE CHG BRAND SCORE

1. Internet search 950 1. 6 � Q WeChat 911 45. 47 � D ZTE 715 87. N/A I Amazon 605 2. Internet retail 843 2. 0 H Baidu 903 46. -20 � J Sina 712 88. N/A M WanDa Square 603 3. Electronics 800 3. N/A I Tmall.com 875 47. -28 � L C&A 707 89. N/A B Changan 602 4. Appliances 748 4. 11 � K McDonald’s 861 48. -10 � E Nike 703 90. N/A T Spring Airlines 597 5. Social media 707 5. -1 � K KFC 860 49. 27 � A Hisense 702 91. -2 � T Shanghai Airlines 595 6. Retail/Grocery 680 6. -5 � Q QQ 851 50. 21 � O Sephora 702 92. -12 � K South Beauty 587 7. Shipping/Mail 679 7. -1 � I Taobao.com 811 51. 27 � S China Mobile 698 93. -11 � B Volkswagen 576 8. Retail/General 674 8. 6 � M IKEA 801 52. -41 � W 7-Days Inn 698 94. 2 � C China Merchants Bank 576 9. Restaurants 673 9. -4 � N HI-24 790 53. -9 � J Hunan TV 697 95. N/A R BGCTV 574 10. Media 671 10. 47 � U eLong 784 54. N/A D Huawei 696 96. -13 � O Sasa 567 11. Retail/Fashion 655 11. 11 � K HaiDiLaoHuoGuo 776 55. N/A Q Immomo 693 97. N/A V Kuaidi 565 12. Travel/Hotels 651 12. N/A H Sogou 774 56. 11 � Q Douban 692 98. 9 � T Air China 564 13. Travel/Booking 631 13. N/A Q iQIYI.com 773 57. -40 � E Li-Ning 692 99. 0 S China Unicom 560 14. Travel/Air 628 14. 9 � P Shentong Express 772 58. -17 � M Suning 692 100. N/A B Hyundai 558 15. Telecom/Cell phone 628 15. N/A P Yunda Express 770 59. -24 � L Zara 686 101. 9 � B Toyota 557 16. Travel/Train 613 16. 16 � U Qunar 770 60. -7 � E Adidas 683 102. N/A N BHG 556 17. Automotive 612 17. -14 � P S.F. Express 763 61. N/A L Gap 680 103. -54 � B BYD 549 18. Telecom/Cable 582 18. N/A K Quanjude 761 62. N/A U Lvmama 679 N/A N China Resources 542 104. Vanguard 19. Banks/Retail 562 19. 49 � K Pizza Hut 757 63. -26 � N Wal-Mart 679 20. Retail/Health and beauty 547 20. -7 � W Home Inns 757 64. 29 � B Chery QQ 677

Simplicity Index Simplicity China China Construction 8 � C 541 105. Bank 21. Fitness 536 21. -12 � D Oppo 750 65. -19 � H Google 674 66 22. Travel/Car rental 492 22. N/A N Yihaodian.com 749 66. 7 � M GOME 674 106. -6 � O Tongrentang 536 23. Utilities 445 23. 39 � D Lenovo 749 67. N/A J Netease 671 107. S China Tietong 521 24. Health insurance 301 24. 31 � N Carrefour 748 68. -5 � D Samsung 664 108. -36 � W Hilton 519 25. General insurance 240 25. 6 � I JD.com 748 69. -9 � J Southern Weekend 664 Agricultural Bank 7 � C 499 109. of China 26. N/A U LY.com 746 70. N/A V Didi 656 27. -15 � E 361 Degrees 746 71. 34 � D Sony 654 110. N/A S China Telecom 493 28. 47 � D Xiaomi 745 72. N/A U Tuniu 652 111. N/A P EMS 483 29. 19 � A Midea 745 73. N/A W Huazhu Hotel (Hanting) 651 112. 3 � C Bank of China 476 30. -12 � E ANTA 745 74. 7 � D Philips 646 113. 1 � C ICBC 473 31. N/A M Decathlon 738 75. 9 � B Geely 646 114. 4 � F AIA 449 18 � Q Weibo 737 -7 � J Sohu 643 32. 76. China National 115. N/A Y 387 � Petroleum Corp 33. -23 L Meters/bonwe 737 Phoenix Television -21 � J 643 77. (PHTV) 34. 9 � A Haier 737 116. N/A Y CPCC 375 35. 42 � A GREE 733 117. 4 � F PingAn Insurance 371 78. 25 � T China Southern Airlines 640 36. 16 � L H&M 732 118. N/A Y State Grid 352 37. N/A Q Youku Tudou 732 79. 19 � T Hainan Airlines 636 119. 1 � F China Pacific Insurance 336 38. 9 � U Ctrip 728 80. -14 � O Mannings 629 39. -3 � L Uniqlo 726 81. -27 � O Watsons 629 120. 2 � F China Life Insurance 328 For more insights and information about 40. 24 � D HTC 722 82. N/A D ASUS 621 121. N/A F Taikang Life 306 how simplicity drives business results, visit 41. -2 � Q RenRen 721 83. 4 � D HP 620 122. N/A F New China Life 288 42. 69 � D Apple 720 84. 17 � T China Eastern Airlines 608 simplicityindex.com 0 F People’s Insurance 275 123. Company of China 43. N/A P YTO Express 718 85. -26 � W Marriott 606 30 � D TCL 716 N/A M Wangfujin 605 44. 86. *Change from previous year; N/A: Not applicable China Depending on the industry, up to 54% of people are willing to pay more for simpler China All brands can benefit from simplifying, but not all may benefit equally. To understand experiences and interactions. The amount they are willing to pay varies by industry, who has the most to gain, we compared brands based on two metrics. We then divided Simplicity premium but is significant. Simplicity premium them into four categories based on their potential.

For simpler experiences, Brand simplicity premium people would pay:

Wal-Mart Apple % SF-express C&A 5.7 Pizza Hut OPPO % and more 361 Degrees Lvmama 5.1–5.6 Li-Ning Chery QQ eLong LY.com more China Mobile Immomo

Simplicity Index Simplicity China HaiDiLaoHuoGuo GREE

% 4.6–5 TCL Quanjude 68 more Midea Xiaomi up to % Snoozing Slacking

4.5 Score Simplicity These brands are so complicated, These brands are not seen as simple, but more consumers can’t imagine they could simplify consumers would pay a higher premium to a degree that’s worth paying more for. for their services if they were. How simple a brand is perceived be to

BHG Toyota Air China Hyundai Philips Changan Watsons New China Life Agricultural Bank of China Samsung Huazhu Hotel (Hanting) Shanghai Airlines South Beauty Sony Bank of China AIA General insurance China Construction Bank Hilton Telecom/Cable Travel/Hotels WanDa Square ASUS Shipping/Mail Internet search Retail/General

Utilities Retail/Health and beauty Travel/Train Social media Banks/Retail Appliances Fitness Simplicity Premium Travel/Booking Internet retail Electronics Restaurants How much more people are willing to pay for simpler experiences in the future Retail/Grocery Telecom/Cell phone Health insurance Retail/Fashion Media Travel/Air Travel/Car rental Automotive

Chart includes the Top 10 brands with the highest premium, in each category. 70 Simplicity Index Conclusion Siegel+Gale used an online survey to poll: Between 17th June and August 3rd 2014, distributions in each country. each in distributions The sample is representative of national demographic UAE and Saudi Arabia India China Mainland Sweden Germany United Kingdom States United 8countries:in consumers12,318 Sample SetSample methodology Research 1,812 1,751 1,754 1,750 1,750 1,751 1,750

each country. each in use and/or to know likely most be would respondents that set representative During the study, respondents rated 585 brands. The brands were selected as a and how industries and brands make people’s lives simpler or more complex. simplicity on perspectives to gather 8countries in respondents 12,000 than more with survey online an fielded Siegel+Gale state of simplicity, To global the determine • • • • questions around: Respondents answered and contact customer service. to use to find information on new products and which channels they were most likely specific industries, disruptive companies, questions about brand touchpoints within This year’s respondents answered Survey Topics and interactions in relation to its industry peers to industry its relation in interactions and The simplicity/complexity of a brand’s communications If they recently used these brands brands certain were with they familiar How to be lives their perceived they complex or simple How

with the following inputs: The score was calculated • • • • notcould collect sufficientresponses. smaller, lesser-known brands, for which we or experience. We are unable to report on respondents would most be likely to use representative set of brands that in-country existing research third-party to a select used input from in-country offices and companies). Siegel+Gale researchers alsoand UK ranking more than disruptive 40 than 100 brands (with respondents in the US Respondents in each country rated more Brand Simplicity Score The Simplicity Score for the brand’s industry or category(ies) user and ratings) non-user privileging aligned perceptions (the differencebetween were, perceptions user and non-user aligned How ratings) the of deviation (the standard respondents were rated across How consistently the brand experience and communications brands of the some for users of proportions higher for bias possible any remove and experience user to the importance more to give weighted were ratings User/non-user peers. to industry its relation its products, interactions services, and communications in of simplicity/complexity the rated on was brand each How

Travel/Hotels, Travel/Train, Utilities. and Travel/Air, Travel/Booking, Travel/Car rental, Telecom/Cable, Telecom/Cell phone, and beauty, Shipping/Mail, Social media, Retail/General, Retail/Grocery, Retail/Health Restaurants,search, Media, Retail/Fashion, Health insurance, Internet retail, Internet Electronics, Fitness, General insurance, Automotive,Appliances, Banks/Retail, Each country rated the following industries: Industry Simplicity Score • • • with the following inputs: The score was calculated - - - - - How the industry’s typical communications ranked in terms of: terms in ranked communications typical industry’s the How industry the within The pain of typical interactions with companies/organizations or more complex simpler life to making contribution industry’s The - - - - - Usefulness Innovation/Freshness Making the customer feel valued and appreciated for/ cared being are needs customer that Communicating Transparency/Honesty Ease of understanding

Simple necessities

Consumer demand for a simplified brand experience is clear. So are the benefits— increased profits, greater brand loyalty and more innovation.

So how do you know if your brand is simple or not? And how do you begin?

Ask yourself the following 10 questions. The more you can answer with a definitive “Yes,” the closer you are to reaping the rewards of simplicity.

Is senior leadership committed to providing a simpler customer experience?

Do I know what our brand’s purpose is, and is it articulated in a simple, memorable and inspiring way?

Do we have the tools in place to get everyone to consistently deliver on our brand’s purpose?

Is our brand focused on what drives preference within the market?

Do customers share our view of who we are and what we want to be? Simplicity Index Simplicity Conclusion

72 Are our products and services clear and easy to navigate?

Do we know the brand experiences where simplicity would be most appreciated by customers, and inspire greater brand loyalty?

Do we have a simple road map for our customer journey?

Are we actively seeking opportunities to remove points of friction in the customer experience, across all platforms?

Do we regularly ensure that our customer experiences are both unexpectedly clear and remarkably fresh?

Still see a lot of complexity at your organization? We can help. #SimplicityPays About Siegel+Gale Acknowledgments

Unless noted, all images are made possible by Getty Images® and Media Bakery® Siegel+Gale is Earth orbital image courtesy of NASA the simplicity http://visibleearth.nasa.gov

The mark of company. responsible forestry

We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the

Simplicity Index Simplicity Conclusion unique truths of an organization, the engaging stories

74 we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear.

Since 1969, global strategic branding firm Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Dubai, Shanghai and Beijing, but we’re willing to fly just about anywhere. We’re also not alone. As part of Diversified Agency Services, a division of Omnicom Group Inc., we have strong partners all around the world.

How simple is your brand? Use our Simplicity Meter to find out: simplicityindex.com Contact us

Simplicity Index Simplicity Highlights Margaret Molloy 76 Global Chief Marketing Officer

Siegel+Gale 625 Avenue of the Americas New York, NY 10011

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#SimplicityPays 212.453.0400 [email protected] simplicityindex.com