The World’s Simplest Brands


Simpler is indeed better. According to branding firm Siegel + Gale in its third annual Global Brand Simplicity Index, these are the world's simplest brands. Those who "pass the test and offer experiences mired in complexity." The study was conducted through a survey involving more than 6,000 people across 7 countries and 25 industries in order to evaluate the degree of simplicity and complexity of each brand. 

"Not only are the simplest brands outperforming the major stock indexes, consumers continue to say they’re willing to pay a premium for a simplified experience." (Howard Belk, Co-CEO Chief Creative Officer) 

For the full report, click here.

Favorite Christmas Ads of 2011


A close friend of mine has always said that nothing spells the beginning of the holiday season more than the moment when Christmas spots start hitting the screen. They are an inevitable force of nature, capable of turning us into the most nostalgic and sentimental of creatures.

Just like last year, I was interested in sharing those ads I considered to deliver the Christmas spirit with joyful humour and emotional significance, but especially those who reflect our beloved traditions. After all, isn't that what advertising is all about?

Here are More than Branding's Favorite Ads of 2011:


John Lewis

Title: "For gifts you can't wait to give"



Title: "12 days of Christmas"


Sky Movies

Title: "Christmas"



Title: "Shake up Christmas/Snow Globes"



Title: "2-day sale- She's baack!"


Marks & Spencer

Title: "Christmas Advert"



Title:"El Camión de la Felicidad" (The Happiness Truck)

Have you enjoyed any particular Christmas ad? Send it over, we'd love to check it out!

Happy Holidays everyone!


Interbrand publishes the 100 Best Global Brands of 2011


Coca-Cola is once again the number 1 brand in the world.

After much anticipation, Interbrand announced the 2011 Best Global Brands ranking with Coca-Cola in the first spot for the twelfth consecutive year and brands such as Apple and Amazon as top risers with their astonishing growth during the past months. With massive growth across the sector, technology dominated the list, with 7 out the top 10 brands coming from this industry- IBM, Microsoft, Google, GE, Intel, Apple and Hewlett-Packard.

Damian Borchok, CEO of Interbrand Australia and New Zealand said: "Interbrand's Best Global Brands report is a reflection not only on how brands are performing in terms of their perceived brand success, it is also an invaluable tool for to detect how consumers are behaving, evolving and reacting to brands. More than ever, the economic climate and consumer movement alike are demanding brands to be flexible, innovative and to explore social spaced they never dared to before."

According to Interbrand, there 10 factors that are present in these leading brands, which are:

Internal Factors:

  • Clarity
  • Commitment
  • Responsiveness
  • Protection

External Factors:

  • Relevance
  • Authenticity
  • Differentiation
  • Consistency
  • Presence
  • Understanding

Interbrand's method of selecting the brands entails taking into account the different ways it affects the organizations- from customer expectations, financial performance of its products or services, the role of the brand in the purchase decision process and its strength.

Jez Frampton, Global Chief Executive of Interbrand, introduced the ranking by saying: "Brands increasingly need to be quick and nimble- flexing to stay one step ahead of the change happening all around them. And it isn't just about speed, it's about consistency and accuracy in response to the social media connected and hyper-aware marketplace...

Your customers interpret your brand as a result of every interaction; from culture to product, from environment to communications."

To view the complete report on each brand, the Interbrand methodology, trends and sector overviews, click here.

Source: Interbrand


The Brands with the highest Customer Loyalty of 2011, by Brand Keys

Customer loyalty is a luxury not every brand is fortunate of possessing. In today's crowded marketplace, in which few brands stand out and much less spark up the desire for purchase, companies that earn the return-on-purchase are sitting on a winning lottery ticket. Knowledge, engagement and loyalty are factors so vital to the health and ultimate outcome for brands that strive to develop lasting bonds with the public. Having a high number of faithful customers guarantees companies higher profits and less investment in the recruiting of new clients, considering it costs 7 times more to obtain a new customer than to keep an existing one.

Agency Brand Keys focuses on a modern approach into the world of research when it comes to brands and their level of loyalty.  By employing a "consumer-listening system", they have been able to offer clients an exact grid on where brand equity, top of mind and choice lies for more than 20 years.

According to them, leveraging customer loyalty will be the primary means by which the most competitive companies will break away from the pack.

Their annual publication- the Brand Keys Customer Loyalty Engagement Index- studies consumer's relationship with more than 500 brands in 79 categories. The results are based on psychological assessments that reveal the values that drive behavior and importance rating of categories, attributes, benefits and values. They pin-point the elements of loyalty for the category.

Here are this year's winners per category: (in red)