Data from a survey of over 10,000 respondents has crowned Aldi as the world’s top ‘simple’ brand in the Global Brand Simplicity Index – beating Amazon and Google to the top spot. The discount supermarket launched a ‘brand-like’ campaign in 2011, and has seen significant success with an expanding market share over the last few years. The results might be surprising but the survey made up a larger report researching the relationship between innovation and simplicity and showed that ‘simple’ brands tend to be recommended more frequently by consumers. “They are happy to pay a premium – pay more money – for the simpler brands,” explained the research director Brian Rafferty.
The review looked at hundreds of brands across seven countries, focusing on the simplicity of each company’s products, customer service, and advertising. Aldi showed it has what it takes to make as much of a global impact as giants like Amazon and Google with its brand ‘simplicity’. I suppose what it boils down to is approachability and transparency – customers want to know that what they see is what they’ll get – and Aldi seems to have the balance right, beating Tesco, Sainsbury’s, Morrison’s and Asda to the title of Which? Supermarket of the Year for the second year running.
The full results of the Global Brand Simplicity Index report are as follows:
10. Pizza Hut
Who else would you like to see on the list?