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Netflix, Google, Amazon, Target and Publix rank highest in brand simplicity


New York City -- Netflix, Google and Amazon top a list of the 10 “simplest” U.S. brands, according to Siegel+Gale’s second annual Global Brand Simplicity Index.

(Netflix was picked as the simplest brand in the survey after it announced price hikes but before the announcement of the formation of Qwikster, which was subsequently reversed. In the wake of these missteps, mass subscriber departures followed.)

"This survey demonstrates that brands that put a premium on simpler and more transparent user experiences and interactions inspire confidence and generate customer loyalty,” said Howard Belk, Siegel+Gale co-CEO and chief creative officer.

Also among the top-ranked simplest brands are retailers Target, Publix, Whole Foods Market and shipping UPS. Rounding out the top 10 are fast food purveyors Subway, McDonald's and Pizza Hut.

“It is time for brands across all industries to recognize that communicating in a clear, direct and straightforward manner generates a high level of customer loyalty and, ultimately, profit," said David Srere, Siegel+Gale co-CEO and chief strategy officer. "Consumers are demanding simplicity in all of their interactions, and those organizations that can satisfy this demand will be able to compete — and thrive — in today's competitive marketplace."

Within the Internet retail industry, Amazon, Zappos and iTunes ranked among the leaders in providing customers with simple interactions and experiences online. Consumers benefit from easy price comparison, free shipping and a streamlined selection process funneled through customized communications.

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