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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 20. Focus equals simplicity

Great brands are built on a foundation of simplicity. Simplicity is important for two fundamental reasons. The number of brands and brand messages consumers are exposed to is staggering. And consumers’ motivation and ability to process all the information that engulfs their world is limited. Taken together, simplicity is the best hope of gaining the consumer’s attention and communicating the meaning of your brand in a very cluttered world.

Although most marketing professionals agree on the importance of simplicity, having the discipline to embrace simplicity can be difficult. Simplicity ...

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