Aldi displaces Google as world's simplest brand, Samsung overtakes Apple

By Rosie Baker | 31 October 2013
Aldi: With great simplicity comes greater loyalty.

Keep it simple, stupid. Discount supermarket Aldi has been named the simplest brand in the world and simplicity rules, according to the report. It claims simple brands gain deeper trust and loyalty - and earn greater profits.

The Siegel+Gale report ranks brands on their trustworthiness, simplicity of products and services and how easy it is to engage with the brand. The report claims brands with a simple positioning that consumers understand without any need for explanation brings deeper trust, loyalty and greater innovation and increased profits.

It also claims 75% of consumers are more likely to recommend a brand that they feel is simple.

In the global rankings, Google slipped down from the top spot to third this year. It's still sitting towards the top but its social network, Google+, is languishing at 83. Maybe people still just don't get Google+. But then Facebook sits at 59 in the global list and Twitter at 66. Maybe social media needs to work on trust issues.

McDonald's clear pricing and concise messaging keep it in the top 10 but it slipped two places to fourth place while KFC worked its way up the table 15 places to fifth the league despite food safety scares in China.

Ikea and Pizza Hut remain in the top 10 but slipped slightly, while Samsung climbed six places to eighth thanks to the elegant design and easy to use functions of its Galaxy devices, according to Siegel+Gale. It overtook Apple, which fell 14 spots out of the top 10 to number 19.

Amazon, the online retailer, took second place globally and the number one spot in the US report, thanks to its data-driven customer-first approach.

The report surveyed 10,000 consumers in seven countries ranking more than 500 brands and awarding a simplicity score to each brand.

Top 10 Global simple brands. Siegel+Gale.

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