Editing Principles and Brand Success

Editing Principles and Brand Success

Clear, concise, correct, consistent: these seemingly evident but carefully worked principles help to create some of the world’s most successful companies. Perhaps it’s no coincidence that these tenets have always been the foundation of editing, which helps enterprises prepare and professionalize their all-important communications.

Siegel+Gale, a global branding consultancy, recently published its fifth-annual Global Brand Simplicity Index of companies and brands that provide the simplest consumer experiences, as judged in 2014 by over 12,000 people in 8 countries. In brief, the winning attributes noted in the report for the top five brands (of over 580 that were rated) are strikingly similar to the editing principles just cited. Shown below are the attributes specific to each brand, along with the corresponding editing principles.

According to Siegel+Gale, a portfolio of stocks of the Simplicity Index’s top 10 companies would have outperformed some of the world’s major equity indexes over the past five years. Does a cause-and-effect relationship exist with those principles? The association alone bears consideration.

Clear pricing and a clear offer
Clear

Clear communication about its products
Clear

Simplicity, trust and reliability
Clear, concise, correct, consistent

The same everywhere
Consistent

Fixed price, and simple app and payment method
Consistent, clear, concise

Source: http://simplicityindex.com/; 2014 Global Brand Simplicity Index eBook pdf

• Posted by:

  Fabienne Stassen on 9 February 2015

• Category: News