Richard Bach once said that "The simplest things are often the truest."

Simplicity is perhaps one of the hardest virtue, specially for the successful. But there are many successful brands that pursue simplicity, because consumers prefer quality with simplified experience.

Siegel Gale has published a report 'Global Brand Simplicity Index 2012' that throws light on the fact that some of the most simple brands outperform the major stock indexes.

It also shares that the bigger the brand, the more difficult it comes to keep things less complicated. As a brand grows priorities tend to change, big decisions need to be made; technology, people, finance, product and processes need to be handled. Gradually when a brand climbs up the success ladder, simplicity becomes on of the hardest thing to attain.

"Getting simple in a single-minded way is hard work for many brands, even though it’s to their competitive advantage and one of the best paths to remaining relevant" shares the report.

In the report you will find simplicity index for all the brands in different parts of the world. It also explains how simple brands tend to rise in the stock market. The data has been collected from over 6,000 people across 7 countries; this data has helped them determine 'brand simplicity score' and 'industry simplicity score'.

As per the report the top ten brands in simplicity index are as follows:

























Of course there are brands at the bottom as well, the bottom 10 are:

• O2
• Groupon
• Google Plus
• Bupa
• Easy Jet
• Europcar
• AXA
• e-on
• Allianz
• Ryanair