From where they shop to how they communicate, people put a premium on experiences that are easy to understand; transparent and honest; caring for and meeting their needs; innovative and fresh; and useful. In short, simple. (To browse the full rankings by country and industry, visit

Ripe for re-imagination: making the car rental experience a pleasure, not a chore by Rishi Dhir, Head of Strategy, EMEA

Little Black Book – April 2024

Here’s how simple (but not simplistic) brands are bringing light to the energy sector by Matt Gibbs, Senior Strategist

The Drum – March 2024

Digital innovation in hospitality makes for simpler customer experiences by Patrick Kampff, Senior Strategy Director

The Drum – February 2024

How auto brands can transform the consumer experience by Miranda Wolf, Associate Strategy Director

Automotive News – February 2024

Healthcare is complex, but patient interactions don’t have to be by Lisa Kane, Group Director, Strategy

The Drum – February 2024

Streaming services in the age of overchoice: finding clarity amidst industry complexity by Jenna Isken, Group Director, Experience

Little Black Book – January 2024

Navigating complexity is hard — talking about it doesn’t have to be by Margaret Molloy, CMO (Former)

ANA – January 2024

Simplicity: How to reverse the awful airline user experience by Amy Chen, Director, Experience

The Messenger – January 2024

Decoding the magic behind the World’s Simplest Brands with Brian Rafferty, Global Director, Business Analytics & Insights

Branding Deep Dive podcast – November 2023

Why simplicity matters in branding: The Lidl success story and global trends by Philip Davies, President, EMEA

Brands Journal – November 2023

Whole Foods, USPS, and Lyft have figured out the most overlooked secret to great branding

Fast Company – October 2023

Whole Foods is the simplest brand in the US, survey says

Morning Brew – October 2023

The Top 10 simplest and most complex brands—Whole Foods rises while X falls

AdAge – October 2023

Siegel+Gale Launches ‘World’s Simplest Brands’ Tenth Edition

Little Black Book – October 2023

Delivering simple experiences has never been more important

ANA – October 2023

Consumers Rank Whole Foods, Trader Joe’s and Lidl Among ‘Simplest Brands’

Progressive Grocer – October 2023

These restaurant brands are the easiest to use, consumers say

Restaurant Business – October 2023

Grocery giants Lidl and Whole Foods Market are two of the world’s simplest brands

Yahoo Finance – October 2023

Why simplifying might be the best decision you’ll ever make by Margaret Molloy, CMO (Former)

Little Black Book – October 2023

How Lidl became the world’s simplest brand by Philip Davies, President, EMEA

The Drum – October 2023