How Simple is Your Brand?

In a study that spanned over 6000 participants across seven countries, search brands did much better than social ones measured by perceived simplicity. The “Brand Simplicity Score” was calculated in a few ways: how brands were rated on their simplicity/complexity relative to their competitors; consistency of brand experiences; and how close the perceptions non-users of the brands matched those of the brand users. By such metrics as “Useful to me”, “Transparent/Honest”, and “Easy to understand”, search brands decidedly outpaced social media ones. In fact, internet search was unanimously considered the most simple global industry of all 25 industries in all seven regions, while social media tied with fitness in the bottom 10.


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