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Keep it simple

Consumers respond positively to brands that communicate with them in a straightforward way, use plain packaging and avoid going overboard

Offering simplicity in a complex domain is likely to be so appreciated and valued by customers that it ends up being perceived as a luxury. That may surprise some marketers who make the common mistake of thinking that in order to position a brand as a "luxury" alternative, you must provide customers with more features, perks, and options; luxury, in this context, is equated with "excess." But we've found that consumers of luxury goods have even less time and desire than most to wade through choices. One way to carve out a luxury niche is by simplifying - by making it ...