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Google comes out on top in Global Brand Simplicity Index


By The Drum Team, Editorial

March 30, 2012 | 2 min read

Google has been voted the most ‘simple’ brand in the UK according to Siegel+Gale’s annual Global Brand Simplicity Index, with Amazon and BBC also ranking in the top 10.

The study, which examined 500 of the world’s most well-known brands across 25 industries, defines simplicity as ease of understanding, transparency, innovation, caring, usefulness of communications and complexity of typical interactions in relation to industry peers.

It was found that consumers in the UK are prepared to pay up to 5.2% more for simple brands, and 87% of people in the UK are more likely to recommend a simpler brand.

Philip Davies, president of EMEA at Siegel+Gale, said: “In a highly competitive and cluttered market place clear communication to consumers is paramount. The Global Brand Simplicity Index reveals the desire and need for simpler communications and interactions. More importantly it shows how willing consumers are to pay for a simplified experience.

“This year’s report clearly demonstrates that technology is the driving force that is simplifying consumers brand experiences and lives. It is saving people time and money and giving them easier access to the world. Simplicity creates an environment that promotes peace of mind with consumers, inspires confidence and generates brand loyalty. In the current climate brands should take note of the gains they are set to make by simplifying touch points for consumers.”

General insurers, utility companies and social media were amongst the lowest-ranked sectors, while retail, travel and hospitality and Internet search all did well.

The top ten brands in the Global Brand Simplicity Index in the UK are:

1. Google

2. Amazon

3. John Lewis

4. Tesco

5. Travelodge


7. Premier Inn

8. MacDonald’s

9. BBC

10. Apple

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