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These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.

1

 

Lyft

 

Travel / Car rental

Rank Change: N/A
Industry: Travel / Car rental

2

 

Spotify

 

Internet retail

Rank Change: N/A
Industry: Internet retail

Also view in:

Global Sweden United Kingdom

3

Amazon

1

Internet retail

Rank Change: +1
Industry: Internet retail

4

Costco

9

Retail/General (mega/department store)

Rank Change: +9
Industry: Retail/General (mega/department store)

5

SUBWAY

5

Restaurants

Rank Change: +5
Industry: Restaurants

Also view in:

Germany Global Sweden

6

Google

5

Internet search

Rank Change: -5
Industry: Internet search

7

 

McDonald’s

 

Restaurants

Rank Change: N/C
Industry: Restaurants

8

KFC

3

Restaurants

Rank Change: +3
Industry: Restaurants

9

Southwest Airlines

7

Travel / Air

Rank Change: +7
Industry: Travel / Air

10

Zappos.com

7

Internet retail

Rank Change: -7
Industry: Internet retail

11

Dunkin’ Donuts

5

Restaurants

Rank Change: -5
Industry: Restaurants

12

Publix

8

Retail / Grocery

Rank Change: +8
Industry: Retail / Grocery

13

 

Ally

 

Banks / Retail

Rank Change: N/A
Industry: Banks / Retail

14

Netflix

12

Internet retail

Rank Change: -12
Industry: Internet retail

Also view in:

Global Sweden United Kingdom

15

Trader Joe’s

7

Retail / Grocery

Rank Change: -7
Industry: Retail / Grocery

16

Burger King

1

Restaurants

Rank Change: -1
Industry: Restaurants

17

Kroger

2

Retail / Grocery

Rank Change: +2
Industry: Retail / Grocery

18

Amazon Prime

13

Internet retail

Rank Change: -13
Industry: Internet retail

19

 

HBO Now/HBO Go

 

Internet retail

Rank Change: N/A
Industry: Internet retail

20

Old Navy

19

Retail / Fashion; clothes

Rank Change: +19
Industry: Retail / Fashion; clothes

21

Pizza Hut

7

Restaurants

Rank Change: -7
Industry: Restaurants

22

UPS

5

Shipping / Mail

Rank Change: +5
Industry: Shipping / Mail

23

Chipotle

1

Restaurants

Rank Change: -1
Industry: Restaurants

24

 

Hulu

 

Internet retail

Rank Change: N/A
Industry: Internet retail

25

JetBlue Airways

38

Travel / Air

Rank Change: +38
Industry: Travel / Air

26

Albertsons

10

Retail / Grocery

Rank Change: +10
Industry: Retail / Grocery

27

Honda

21

Automotive

Rank Change: +21
Industry: Automotive

Also view in:

Global Japan

28

Marriott

28

Travel / Hotels

Rank Change: +28
Industry: Travel / Hotels

29

Sephora

4

Retail / Health and beauty; drugstore

Rank Change: -4
Industry: Retail / Health and beauty; drugstore

30

Comfort Inn

8

Travel / Hotels

Rank Change: +8
Industry: Travel / Hotels

31

Pandora

22

Internet retail

Rank Change: -22
Industry: Internet retail

32

Starbucks

8

Restaurants

Rank Change: -8
Industry: Restaurants

33

 

FitBit

 

Electronics

Rank Change: N/A
Industry: Electronics

34

Walmart

1

Retail/General (mega/department store)

Rank Change: -1
Industry: Retail/General (mega/department store)

Also view in:

China Global

35

Hilton

42

Travel / Hotels

Rank Change: +42
Industry: Travel / Hotels

36

 

Apple Music

 

Internet retail

Rank Change: N/A
Industry: Internet retail

37

IKEA

19

Retail/General (mega/department store)

Rank Change: -19
Industry: Retail/General (mega/department store)

38

USPS

26

Shipping / Mail

Rank Change: -26
Industry: Shipping / Mail

39

Safeway

19

Retail / Grocery

Rank Change: +19
Industry: Retail / Grocery

41

Walgreens

12

Retail / Health and beauty; drugstore

Rank Change: -12
Industry: Retail / Health and beauty; drugstore

42

Samsung

5

Electronics

Rank Change: +5
Industry: Electronics

43

Holiday Inn

16

Travel / Hotels

Rank Change: +16
Industry: Travel / Hotels

44

YouTube

2

Social media

Rank Change: +2
Industry: Social media

45

Expedia

30

Travel / Booking

Rank Change: +30
Industry: Travel / Booking

Also view in:

Global United Kingdom

46

Kohl’s

7

Retail/General (mega/department store)

Rank Change: +7
Industry: Retail/General (mega/department store)

47

Groupon

12

Internet retail

Rank Change: -12
Industry: Internet retail

Also view in:

Global India

48

Reebok

44

Fitness

Rank Change: +44
Industry: Fitness

49

Maytag

9

Appliances

Rank Change: -9
Industry: Appliances

50

Panasonic

30

Electronics

Rank Change: +30
Industry: Electronics

51

Whole Foods Market

28

Retail / Grocery

Rank Change: -28
Industry: Retail / Grocery

52

 

Airbnb

 

Travel / Hotels

Rank Change: N/A
Industry: Travel / Hotels

Also view in:

Global United Kingdom

53

 

Uber

 

Travel / Car rental

Rank Change: N/A
Industry: Travel / Car rental

55

eBay

4

Internet retail

Rank Change: -4
Industry: Internet retail

56

Orbitz

49

Travel / Booking

Rank Change: +49
Industry: Travel / Booking

57

GEICO

8

General insurance

Rank Change: +8
Industry: General insurance

58

Craigslist

24

Internet retail

Rank Change: -24
Industry: Internet retail

59

CVS/pharmacy

2

Retail / Health and beauty; drugstore

Rank Change: +2
Industry: Retail / Health and beauty; drugstore

60

Best Western

24

Travel / Hotels

Rank Change: +24
Industry: Travel / Hotels

Also view in:

Germany Global Sweden

61

Subaru

44

Automotive

Rank Change: -44
Industry: Automotive

62

PayPal

12

Banks / Retail

Rank Change: -12
Industry: Banks / Retail

Also view in:

Global United Kingdom

63

Progressive

35

General insurance

Rank Change: +35
Industry: General insurance

64

HP

8

Electronics

Rank Change: +8
Industry: Electronics

65

Sony

24

Electronics

Rank Change: -24
Industry: Electronics

66

Days Inn

1

Travel / Hotels

Rank Change: +1
Industry: Travel / Hotels

67

Ford

22

Automotive

Rank Change: -22
Industry: Automotive

68

Target

40

Retail/General (mega/department store)

Rank Change: -40
Industry: Retail/General (mega/department store)

69

Apple

39

Electronics

Rank Change: -39
Industry: Electronics

70

Levi’s

38

Retail / Fashion; clothes

Rank Change: -38
Industry: Retail / Fashion; clothes

Also view in:

Global India

71

Whirlpool

5

Appliances

Rank Change: -5
Industry: Appliances

72

FedEx

51

Shipping / Mail

Rank Change: -51
Industry: Shipping / Mail

73

Hyundai

6

Automotive

Rank Change: +6
Industry: Automotive

74

Ramada

15

Travel / Hotels

Rank Change: +15
Industry: Travel / Hotels

Also view in:

Germany Global

76

Dell

19

Electronics

Rank Change: -19
Industry: Electronics

77

iTunes

40

Internet retail

Rank Change: -40
Industry: Internet retail

78

Chevrolet

10

Automotive

Rank Change: +10
Industry: Automotive

79

H&M

48

Retail / Fashion; clothes

Rank Change: -48
Industry: Retail / Fashion; clothes

80

Enterprise

6

Travel / Car rental

Rank Change: +6
Industry: Travel / Car rental

Also view in:

Global United Kingdom

81

GE

19

Appliances

Rank Change: -19
Industry: Appliances

82

Canon

18

Electronics

Rank Change: -18
Industry: Electronics

Also view in:

Germany Global India

83

Yahoo!

34

Internet search

Rank Change: -34
Industry: Internet search

84

Budget

23

Travel / Car rental

Rank Change: +23
Industry: Travel / Car rental

85

Bing

33

Internet search

Rank Change: -33
Industry: Internet search

Also view in:

Germany Global Japan

86

 

Volkswagen

 

Automotive

Rank Change: N/A
Industry: Automotive

87

Chase

4

Banks / Retail

Rank Change: +4
Industry: Banks / Retail

88

Rite Aid Pharmacy

45

Retail / Health and beauty; drugstore

Rank Change: -45
Industry: Retail / Health and beauty; drugstore

89

Under Armour

18

Fitness

Rank Change: -18
Industry: Fitness

90

Priceline.com

5

Travel / Booking

Rank Change: +5
Industry: Travel / Booking

91

Macy’s

13

Retail/General (mega/department store)

Rank Change: -13
Industry: Retail/General (mega/department store)

92

Citibank

1

Banks / Retail

Rank Change: +1
Industry: Banks / Retail

93

Microsoft

3

Electronics

Rank Change: -3
Industry: Electronics

94

Gap

21

Retail / Fashion; clothes

Rank Change: -21
Industry: Retail / Fashion; clothes

Also view in:

China Global United Kingdom

95

T-Mobile

19

Telecommunications / Cell phone service providers

Rank Change: -19
Industry: Telecommunications / Cell phone service providers

96

KAYAK

70

Travel / Booking

Rank Change: -70
Industry: Travel / Booking

97

The Wall Street Journal

28

Media (newspapers, TV, online, mobile)

Rank Change: -28
Industry: Media (newspapers, TV, online, mobile)

98

Victoria’s Secret

54

Retail / Fashion; clothes

Rank Change: -54
Industry: Retail / Fashion; clothes

99

Delta Air Lines

19

Travel / Air

Rank Change: +19
Industry: Travel / Air

100

AllState

3

General insurance

Rank Change: -3
Industry: General insurance

101

State Farm

3

General insurance

Rank Change: +3
Industry: General insurance

102

Avis

9

Travel / Car rental

Rank Change: +9
Industry: Travel / Car rental

103

Yelp

29

Social media

Rank Change: -29
Industry: Social media

104

USA Today

34

Media (newspapers, TV, online, mobile)

Rank Change: -34
Industry: Media (newspapers, TV, online, mobile)

105

Dodge

45

Automotive

Rank Change: -45
Industry: Automotive

106

MSNBC

7

Media (newspapers, TV, online, mobile)

Rank Change: -7
Industry: Media (newspapers, TV, online, mobile)

107

Nationwide

3

General insurance

Rank Change: +3
Industry: General insurance

Also view in:

United Kingdom

108

Pinterest

54

Social media

Rank Change: -54
Industry: Social media

109

Hertz

3

Travel / Car rental

Rank Change: -3
Industry: Travel / Car rental

110

Kmart

25

Retail/General (mega/department store)

Rank Change: -25
Industry: Retail/General (mega/department store)

111

The New York Times

9

Media (newspapers, TV, online, mobile)

Rank Change: -9
Industry: Media (newspapers, TV, online, mobile)

112

Verizon

2

Telecommunications / Cell phone service providers

Rank Change: +2
Industry: Telecommunications / Cell phone service providers

113

Instagram

30

Social media

Rank Change: -30
Industry: Social media

114

Skype

11

Telecommunications / Cell phone service providers

Rank Change: -11
Industry: Telecommunications / Cell phone service providers

115

Sprint

19

Telecommunications / Cell phone service providers

Rank Change: -19
Industry: Telecommunications / Cell phone service providers

116

American Airlines

3

Travel / Air

Rank Change: -3
Industry: Travel / Air

117

CNN

17

Media (newspapers, TV, online, mobile)

Rank Change: -17
Industry: Media (newspapers, TV, online, mobile)

118

Alamo

2

Travel / Car rental

Rank Change: -2
Industry: Travel / Car rental

119

 

Snapchat

 

Social media

Rank Change: N/A
Industry: Social media

Also view in:

Global United Kingdom

120

Bank of America

11

Banks / Retail

Rank Change: -11
Industry: Banks / Retail

121

US Airways

9

Travel / Air

Rank Change: -9
Industry: Travel / Air

122

United/Continental

3

Travel / Air

Rank Change: -3
Industry: Travel / Air

123

DIRECTV

1

Telecommunications / Cable providers

Rank Change: +1
Industry: Telecommunications / Cable providers

124

Fox News

43

Media (newspapers, TV, online, mobile)

Rank Change: -43
Industry: Media (newspapers, TV, online, mobile)

125

Wells Fargo

10

Banks / Retail

Rank Change: -10
Industry: Banks / Retail

126

Amtrak

44

Travel / Train

Rank Change: -44
Industry: Travel / Train

127

Farmers

19

General insurance

Rank Change: -19
Industry: General insurance

128

Twitter

34

Social media

Rank Change: -34
Industry: Social media

129

HUMANA

9

Health insurance

Rank Change: -9
Industry: Health insurance

130

Aetna

5

Health insurance

Rank Change: -5
Industry: Health insurance

131

MetLife

8

General insurance

Rank Change: -8
Industry: General insurance

132

DISH Network

45

Telecommunications / Cable providers

Rank Change: -45
Industry: Telecommunications / Cable providers

133

AT&T

16

Telecommunications / Cell phone service providers

Rank Change: -16
Industry: Telecommunications / Cell phone service providers

134

Kaiser Permanente

33

Health insurance

Rank Change: -33
Industry: Health insurance

135

LinkedIn

13

Social media

Rank Change: -13
Industry: Social media

136

UnitedHealthcare

7

Health insurance

Rank Change: -7
Industry: Health insurance

137

CIGNA

11

Health insurance

Rank Change: -11
Industry: Health insurance

138

Facebook

17

Social media

Rank Change: -17
Industry: Social media

139

Comcast

12

Telecommunications / Cable providers

Rank Change: -12
Industry: Telecommunications / Cable providers

140

Time Warner Cable

12

Telecommunications / Cable providers

Rank Change: -12
Industry: Telecommunications / Cable providers

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 N/A
Industry Simplicity Score Simplicity Premium
880 5%
Industry Simplicity Score Simplicity Premium
777 5%
Industry Simplicity Score Simplicity Premium
766 5%
Industry Simplicity Score Simplicity Premium
753 4%
Industry Simplicity Score Simplicity Premium
715 5%
Industry Simplicity Score Simplicity Premium
681 5%
Industry Simplicity Score Simplicity Premium
620 4%
Industry Simplicity Score Simplicity Premium
612 5%
Industry Simplicity Score Simplicity Premium
598 4%
Industry Simplicity Score Simplicity Premium
583 4%
Industry Simplicity Score Simplicity Premium
553 5%
Industry Simplicity Score Simplicity Premium
546 5%
Industry Simplicity Score Simplicity Premium
530 8%
Industry Simplicity Score Simplicity Premium
524 N/A
Industry Simplicity Score Simplicity Premium
500 6%
Industry Simplicity Score Simplicity Premium
495 5%

18

Industry Simplicity Score Simplicity Premium
431 5%
Industry Simplicity Score Simplicity Premium
424 3%
Industry Simplicity Score Simplicity Premium
405 6%
Industry Simplicity Score Simplicity Premium
404 N/A
Industry Simplicity Score Simplicity Premium
299 3%
Industry Simplicity Score Simplicity Premium
262 7%
Industry Simplicity Score Simplicity Premium
241 N/A
Industry Simplicity Score Simplicity Premium
240 5%

Money To Be Made

All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in the United States can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.