Viva’s Blog: Customers crave simplicity: Do you deliver?

Consumers today have more choices than ever and are bombarded by sophisticated solutions to their problems. However, no matter how advanced technology becomes, customers prefer simple solutions. According to the newly released Global Brand Simplicity Index study:

  • Simplicity earns a premium: 64% of consumers are willing to pay more for simpler experiences.
  • Simplicity builds loyalty: 69% of consumers are more likely to recommend a brand because it’s simple.


Familiar with Happy Belly, one of Amazon’s new packaged goods brands? Amazon Prime members can now buy hundreds of different Happy Belly food products, notable for simple branding and packaging. The Happy Belly logo ties to the Amazon logo with its signature grin, and sports an easy to read typeface. Amazon isn’t trying to wow customers with magic formulas or fancy technology. Instead the basic name of the product– Yogurt Trail Mix, Ground Cinnamon, French Roast Coffee – is front and center on the label without distracting messages.

Buying a Happy Belly product is easy.



Aldi’s ranked #1 in the Global Brand Simplicity Index. Why? Offering a straightforward shopping experience is central to Aldi’s success. Stores are smaller, product choice is low, and their store layout is consistent.

Aldi’s just announced it is investing $1.6 billion to remodel 1,300 of its 1,600 stores to deliver the simple experience their customers want. Its new store format is designed so customers can finish their weekly shopping in less than 30 minutes.

Shopping at Aldi’s is easy.




Ever try to reorder a pair of beloved running or biking shoes? It’s amazing how quickly the love dissipates! Sure, you can easily find the brand online, but which model is “your” shoe? I’m certain a team of the most creative minds at the company spent many hours brainstorming clever names. There’s the “Shot”, “Genius 7”, “Ergo 4” and the list goes on. What they forgot to consider is what the various names mean to us – their customer.  How are we supposed to know the difference between each style?

Perhaps the name of the biking shoe and size were printed inside my shoes, but after miles of biking, they’re long gone.

Buying another pair of my beloved biking shoes is not easy.


Creating brand simplicity involves experiences that are both
remarkably clear and unexpectedly fresh.

Customers crave simplicity. Are you delivering?


Laura Sheridan
Laura Sheridan, Founder & President of Viva La Brand has a proven track record of effective branding and advertising, spanning over twenty five years with some of the best in the business: Foote, Cone & Belding in Chicago; Hill, Holliday and Polaroid in Boston; and, Progressive Insurance and Viva La Brand in Cleveland. Laura founded Viva La Brand to offer large and small organizations alike strategic marketing expertise to catapult their visibility, growth and profitability. Viva La Brand develops effective brand strategies and conducts ad agency searches that successfully match clients with the optimal ad agency partners. Laura is proud to work with smart, innovative leader Brands in a wide range of industries from health care to manufacturing to technology and financial services. In addition to her work with clients, Laura is an author and speaker on all topics related to Brand.
More articles by: Laura Sheridan
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