The Worlds Simplest Brands201820193 4IndexForeword Highlights Global highlightsUnited States United Kingdom Germany Sweden United Arab Emirates Saudi Arabia India ChinaJapan Methodology About us05 09 15 23 29 35 41 47 53 59 65 71 77 81For more insights on how simplicity drives business results, visit:simplicityindex65Whats the value of simplicity?We set out to answer exactly that.We surveyed more than 15,000 people across nine countries to understand which brands and industries provide the simplest experiences. In todays shifting political, economic and cultural landscapes, people around the world are prioritizing simplicity.Now in its eighth year, our study reveals the worlds simplest brands are ones that put clarity and ease at the heart of the customer experience.Our findings reaffirm that simplicity inspires deeper trust and strengthens loyalty. People are also more likely to recommend a brand that delivers simple experiences. In the end, simplicity drives financial gain for brands willing to embrace it.Foreword7 8Drum roll, please.7 89 10How does simplicity pay for brands that embrace it?HighlightsS&P +207% DOW +184% DAX +149% FTSE +66%+830%01/0901/1001/1101/12 01/13 01/14800600400200ZERO01/15 01/16 01/17 01/18Simplicity portfolio growthSince 2009, a stock portfolio comprised of the publicly traded simplest brands in our global Top 10 has outperformed the major indexes by 679%.11 1255%64%Simplicity paysPremium LoyaltyThe percentage of consumers willing to pay more for simpler experiences.The percentage of consumers who are more likely to recommend a brand because it provides simpler experiences and communications. Highlights$98 BillionMoney on the tableThe amount of money brands are leaving on the table when they dont simplify.13 14HighlightsNetflix has a few simple plans for every kind of user with more content every year.Female, 36, United StatesFemale, 47, Germany“ ALDI is a simply structured business. The stores are similar and products are almost always found in the same place.”Male, 45, United Kingdom“ Lidl has a variety of useful goods at simple prices with weekly offerings.”Male, 55, India“ Google is my first choice as it makes my day simpler.”Female, 25, United Arab Emirates“ Carrefour makes the life of the consumer easier and simpler with the goods and products they sell.”15Global1617 18Netflix, the entertainment subscription service that streams around 250 million hours of video per day, ascends from fourth place to become the Worlds Simplest Brand. Whether youre vegging out at home or aboard a cross-country red-eye, hosting your own personal Bill Murray retrospective or rewatching all ten seasons of Friends is as easy as reaching for a device, opening an app and pressing Play. The platform takes ease of experience one step further, with algorithms that track your viewing patterns, eliminating the difficult decision- making process of what to watch next.In 2018, after receiving more Emmy nominations than any other network, cable provider or streaming service, Netflix took home 23 awards, tying with HBO for the most Emmys. In a rapidly changing television industry, the historic victory proves the streaming giant is poised to steal the throne from premium cable outlets.With 130 million users across 190 countries, “Netflix and chill” is more than just Millennial.1Global highlights Top 10 brandsSimple, consistent floor plans, high- quality products, low prices, and excellent customer service prove that ALDI is determined to give value back to its loyal customers. As one content shopper succinctly put it, the brand “saves me time, and I have never been disappointed.”While its a radically different world since Google launched 20 years ago, the brand hasnt strayed from its original mission: to organize the worlds information and make it universally accessible and useful. Even though the tech industry has faced scandals over the past year, Google soldiers on.French multinational retailer Carrefour pioneered the concept of buying everything from fresh fruit to dry goods all under one roof. In 2018, Carrefour announced plans to join forces with Tesco, enabling both brands to improve the quality and choice of products available to customers, at even lower prices. With a library boasting more than 20 million songs, Spotify is a fan favorite for its consistency and dedication to innovation. Recently, the service added Spotify Premium for Students, which provides access to Premium music as well as streaming services from Showtime and Hulu, offering a complete world of sound and vision at an unprecedented value.Whether youre jonesing for a box of McNuggets or an icy McFlurry, McDonalds has made it even simpler to satisfy your cravings. In addition to refining its “easy to recognize” menu, Mickey Ds is upgrading locations with self-serve kiosks and table service. Its mobile ordering continues to expand too, so even couch potatoes can get their french fry fix.Named after a compound of “unique” and “clothing,” Uniqlo has established itself as a fashion empire. With a philosophy rooted in simplicity, quality, and longevity, Uniqlo creates apparel to make your life better. But dont confuse simple with basicUniqlo has a long history of successful collaborations, including collections with Jil Sander and The Andy Warhol Foundation.Far from a cookie-cutter supermarket, the German global discount chain revolutionized the in-store experience by mastering efficiencyoffering hassle-free shopping that gets busy shoppers in and out, and on with their lives. Clearly, customer satisfaction remains Lidls top priority. Founded in 2005, trivago allows travelers to effortlessly search over 1.3 million hotels in over 190 countries to find the ideal hotel at the best price. Currently operating on 55 live international platforms in 33 languages, finding a place to rest your weary head has never been simpler with trivago.Known for fresh, affordable, made-to- order sandwiches, Subway continues to make strides in simplicity. As part of an ongoing brand refresh, the restaurant chain unveiled “Fresh Now,” a new program emphasizing a more personalized guest experience. Investing $80 million in the program, Subway aims to update all of its 26,000 U.S. locations by next summer. 58 9 106 732 42019People are willing to pay more depending on the industry.The simplicity premiumAppliances Retail banking Internet retail General retail Retail healthRetail groceryRestaurantsTrain travelUtilities MediaGlobal highlightsAutomotiveCar rentalTravel bookingHealth insuranceHotelsFitnessAir travelElectronicsCableGeneral insuranceRetail fashionTelecom/Cellular Shipping/Mail0-10%10-20%