Survey: Simplicity Adds Value To Brands

In these complex times, consumers crave — and are willing to pay a premium for — simplicity when it comes to brand selection.

According to a new survey by branding consultant Siegel + Gale, U.S. consumers are willing to pay a 4-6% premium for brands they believe offer a greater degree of simplicity (defined as ease of understanding, transparency, caring, innovation and usefulness of communications, as well as interactions in relation to industry peers) over their competitors. Extrapolated out across all industries and sectors, that could translate into $27 billion more, says Siegel + Gale co-president and CEO David Srere. Read More »