Every year, Siegel+Gale’s Global Brand Simplicity Index reveals some surprising insights about the nature of customer perception and the tangible effects simplified experiences can have on a brand’s market performance. Among this year’s biggest surprises was the performance of daily deals site, Groupon. Just two years ago, Groupon was the poster child for disappointing tech brand IPOs. Now the brand is strengthening its equity as a leader in the online deals space, and simplicity helped pave the way.
Siegel+Gale’s 2013 Global Brand Simplicity Index is an output of more than 500 brand ratings across 25 industries, based on a survey of more than 10,000 consumers in North America, Europe, Asia and the Middle East. The Index is a comprehensive record and evaluation of the global state of simplicity.
It’s been a big year for the lowly chair. First, Clint Eastwood famously addressed an empty chair at the Republican National Convention in Tampa. Just a few weeks later, Facebook celebrated its billionth user with its first-ever brand campaign, which likened the world’s largest social network to…a chair.
When companies approach branding firms like Siegel+Gale for guidance on merging two corporate or product brands, the request is typically for us to develop a name, logo, endorsement strategy and story for the new merged entity. In many cases, however, it’s not the right move to simply create and launch a new brand identity overnight. The job is not done with the introduction of some new branding elements.
For the next chapter in her brand story, Oprah must forge a new future while remaining true to her legacy.
In an era where meaningful differentiation is hard to come by, it’s all about the power of the brand, what it stands for and the relevant stories that can be told around it.
Differentiation sure is difficult these days. Especially challenging is differentiation that’s so strikingly relevant, unique and compelling that consumers will pay more for it.
When I tell my friends that I’m working on a large-scale branding program for a municipal electric utility, I’m always met with the same slightly surprised question, “Why would a utility ever need to worry about their brand? It’s not like you get to choose your electric company, right?” Think again.
During Earth Month, companies across all industries proudly announce marketing campaigns tied to Earth Day and Arbor Day. All too often, these initiatives stretch an organization’s brand promise beyond customer credulity. The truly great companies, however, don’t need to jump on the Earth Day bandwagon about their “green” credentials, because they live sustainability every day.
Marketers have much to learn from the protests in the Middle East, none more important than how a determined group of people can connect with each other and effect real change.
Recent events in the Middle East have demonstrated the power of mass movements and the emergence of new media tools in the digital age. Now more than ever, social media platforms such as Twitter, Facebook, YouTube, and Flickr can bring people together with astounding consequences.
Brands across the globe have significant opportunity to bake more simplicity into their customer experience.
The acronym KISS was first coined by Kelly Johnson, one of the most prolific aircraft design engineers in the history of aviation. Most people correctly translate this phrase as “Keep it simple, stupid” and assume it pertains to communications. For Johnson, however, it was a pointed reminder that people want products and services that are easy to learn and use. Focusing on this groundbreaking principle led to the development of the U-2 and SR-71 spy planes, among many other world-renowned aircraft.