Consumers Willing to Pay More for ‘Simpler’ Brands

Is Simple “In” for Brands? Across all industries, consumers are willing to pay more than $30 billion for simpler products and experiences with brands, finds Siegel+Gale’s third annual Global Brand Simplicity Index, released Oct. 2012.

The Index surveyed more than 6,000 consumers in Europe, the Middle East, Asia and North America to uncover the perceived points of complexity and simplicity in people’s lives, and ranked the top brands consumers deemed the simplest.

Other findings include:

  • 80% of consumers are more likely to recommend a brand because it provides simpler experiences and communications.

  • The health insurance and banking industries stand to gain the most with U.S. consumers, saying they would pay up to $5 billion or $3.3 billion more, respectively, for simpler products and experience.

  • Ranking all in the top 10, Subway (#1), Dunkin’ Donuts (#2), McDonald’s (#8) and Starbucks (#9) prove that the quick-service industry continues to win when it comes to simplicity.

  • When asked to rank social media on the simplicity scale, consumers ranked the platform higher than several industries already deemed very complex, including banking, utilities and telecommunications.

  • In terms of providing customers with simple interactions and communications in Internet search, Internet retail and electronics, Google (#3), Amazon (#4), Netflix (#5), Apple (#7) and Zappos (#10) are among the leaders. PRN

Source: Siegel+Gale


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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