Simplicity in Branding

Your gut told you "simple is good." You were right. Well, what makes a brand simple? Remarkably clear and unexpectedly fresh experiences. In a world crowded with complexity, simplicity stands out. It brings clarity instead of confusion, decision instead of doubt. Simplicity inspires deeper trust and greater loyalty in customers, and clears the way to innovation for employees.

Prominent tech player Samsung makes great phones. They also exemplify a tedious and worrying trend in high-end corporate branding--a total disconnection from reality. In a commercial using the song Royals by 16-year-old New Zealand singer Lorde, Samsung misses the song's meaning and instead tries to sell their $300+ gadgets by using a tune that's about rejecting materialism.

"The way we're running the company, the product design, the advertising, it all comes down to this: Let's make it simple. Really simple". - Steve Jobs 1983