Rotary Strengthened Their Brand by Simplifying It

It’s no surprise that simplicity sells. Too many options can overload short-term memory, inhibiting the ability to process information, creating cognitive overload. In addition, excessive options can spark feelings of remorse after transactions as customers continue to wonder if they had made the right choice.

But creating “decision simplicity” presents only part of the brand simplicity picture. Sephora, Carrefour, and Amazon are examples of successful simple brands, despite providing a vast range of options to their customers.

Simplicity should be built into the very core of the brand, beginning with the product or service itself and extending through the interactions at each touch point and in all brand communications.   

 

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