The document discusses the importance of simplicity in branding and business, emphasizing that a portfolio of top brands based on simplicity outperforms major stock indices. It highlights that American businesses could gain over $27 billion annually by simplifying communication, particularly in the health insurance sector. Additionally, it notes the dominance of retail and technology brands in the simplicity index while identifying underperforming sectors like car rentals and insurance.

1. Lunch + Learn, 11/30/11

2. What we will cover
+ What we did
+ Simplicity matters…and it pays!
+ Simplicity = loyalty
+ Simplicity leaders & laggards
+ How to think simple
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3. Who we surveyed
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5. Simplicity pays
A portfolio comprised of the publicly traded stocks of the
top 10 brands in the Global Brand Simplicity Index significantly
outperforms both the Dow and S&P 500 over the past three years.
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6. Businesses are leaving profits on the table
American businesses stand to capture over $27B a year
Simplify and you shall receive. The health insurance industry could
stand to capture the most, more than $4.3 billion to be
precise, through clearer, understandable communications.
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8. Simplicity increases loyalty
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10. Technology, retail and fast-food
brands dominate the Global Top 10
Global Top 10 Brands
Intuitive experiences and design, both online and in-store,
are notable attributes of the brands in this year’s top 10.
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11. The bottom 10 global brands were seen as
under-delivering on their promises to customers
Global Bottom 10 Brands
Car rental services and insurance cluster at the bottom
of the brand simplicity index.
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14. Retail, restaurants, media and shipping
brands are represented among the US top 10
US Top 10 Brands
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16. Simplicity and the technology we use
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17. Simplicity and the retail experience
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19. Think Experience
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20. Think Human
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21. Think Innovation
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22. Think Consistency
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