The 10 'Simplest' Brands in the World

According to research from Siegel+Gale, global consumers say Google is the most 'simple' brand in the world due to its easy-to-understand, transparent, and honest experiences. The report was based on a survey of 15,000+ people in nine countries.

Google topped the global rankings, followed by Netflix, German grocer Lidl, YouTube, and Aldi. In the US, Amazon was the top-rated brand for simplicity, followed by Hulu, Netflix, Costco, and Google. Internet search was rated the simplest industry, followed by internet retail, electronics, appliances, and retail grocery.

The research was based on surveys of 15,000+ people across nine countries, rating 800 brands and their simplicity/complexity of products, services, interactions, and communications.