Brand strategy: Keep it simple

Liana Dinghile

This article presents an overview of Siegel+Gale's annual Global Brand Simplicity Index, an in-depth survey of more than 6,000 consumers across the world with a focus on the UK, US, China, India, Germany and UAE.

Brand strategy: Keep it simple

Liana DinghileSiegel+Gale

Consumers increasingly want simplicity in their lives, but this can be a challenge for brands and, as Siegel+Gale's Liana Dinghile explains, global brands can be viewed very differently by eastern and western consumers.

Elemental, essential and profitable simplicity is an increasingly hot topic for brands. Indiscriminate of sector, consumers crave simplicity more than ever in a world clouded by complications across a number of channels.

Business is no different. The marketplace is crowded, winning ideas are at a premium and the harsh economic climate means businesses are seeking new ways to drive...

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