Why Simple Brands Win

In the HBR.    Good piece on the topic that has been of considerable impact in CPG.  But the effect is broader than that.  Points out the increasing watch paid to simplicity:

" ... For the past six years, Siegel+Gale has published its Global Brand Simplicity Index — a study based on a survey of thousands of consumers from around the globe — that ranks brands according to their perceived simplicity or complexity, and the overall simplicity rating of a brand’s industry. This year’s index, derived from the responses of more than 12,000 consumers in eight countries, provides a definitive measure of which brands excel at providing simple experiences – and reveals rising brands that could threaten these incumbents. ... "