United Kingdom

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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.

OVO Energy

OVO Energy

Rank Change: +13
Industry: Utilities

1

Amazon

9

Internet retail

Amazon

Rank Change: +9
Industry: Internet retail

City Mapper

City Mapper

Rank Change: N/C
Industry: Travel / Train

2

 

Google

 

Internet search

Google

Rank Change: N/C
Industry: Internet search

Shazam

Shazam

Rank Change: N/A
Industry: Media

3

Lidl

2

Retail / Grocery

Lidl

Rank Change: -2
Industry: Retail / Grocery

Also view in:

Germany Global Sweden

GoPro

GoPro

Rank Change: +2
Industry: Electronics

Also view in:

United States

4

First Direct

29

Banks / Retail

First Direct

Rank Change: +29
Industry: Banks / Retail

My Fitness Pal

My Fitness Pal

Rank Change: +5
Industry: Fitness

Also view in:

United States

5

John Lewis

13

Retail / General

John Lewis

Rank Change: +13
Industry: Retail / General

Grazebox

Grazebox

Rank Change: -6
Industry: Retail / Grocery

6

ALDI

3

Retail / Grocery

ALDI

Rank Change: -3
Industry: Retail / Grocery

Also view in:

Germany Global

Deliveroo

Deliveroo

Rank Change: N/A
Industry: Restaurants

7

 

McDonald’s

 

Restaurants

McDonald’s

Rank Change: N/C
Industry: Restaurants

Eventbrite

Eventbrite

Rank Change: N/C
Industry: Internet retail

8

 

Nandos

 

Restaurants

Nandos

Rank Change: N/A
Industry: Restaurants

9

 

Booking.com

 

Travel / Booking

Booking.com

Rank Change: N/A
Industry: Travel / Booking

Uber

Uber

Rank Change: +3
Industry: Travel / Car rental

PayPal

PayPal

Rank Change: -8
Industry: Banks / Retail

Also view in:

United States

10

Premier Inn

6

Travel / Hotels

Premier Inn

Rank Change: -6
Industry: Travel / Hotels

11

 

Moneysupermarket

 

Internet search

Moneysupermarket

Rank Change: N/A
Industry: Internet search

WhatsApp

WhatsApp

Rank Change: -8
Industry: Social media

Also view in:

Middle East United States

Airbnb

Airbnb

Rank Change: -6
Industry: Travel / Hotels

Also view in:

United States

12

Travelodge

1

Travel / Hotels

Travelodge

Rank Change: -1
Industry: Travel / Hotels

Tinder

Tinder

Rank Change: -9
Industry: Social media

13

 

IKEA

 

Retail / General

IKEA

Rank Change: N/C
Industry: Retail / General

NOW TV

NOW TV

Rank Change: N/A
Industry: Telecom / Cable

14

 

Pizza Express

 

Restaurants

Pizza Express

Rank Change: N/A
Industry: Restaurants

15

 

Comparethemarket

 

Internet search

Comparethemarket

Rank Change: N/A
Industry: Internet search

Spotify

Spotify

Rank Change: -8
Industry: Social media

Also view in:

Sweden United States

Nest

Nest

Rank Change: -5
Industry: Utilities

16

Asda

11

Retail / Grocery

Asda

Rank Change: -11
Industry: Retail / Grocery

Snapchat

Snapchat

Rank Change: -3
Industry: Social media

Also view in:

United States

17

Superdrug

7

Retail / Health and beauty

Superdrug

Rank Change: +7
Industry: Retail / Health and beauty

BT Sport

BT Sport

Rank Change: N/A
Industry: Telecom / Cable

18

Audi

71

Automotive

Audi

Rank Change: +71
Industry: Automotive

Dropbox

Dropbox

Rank Change: -2
Industry: Social media

19

Tesco

10

Retail / Grocery

Tesco

Rank Change: -10
Industry: Retail / Grocery

Etsy

Etsy

Rank Change: -4
Industry: Retail / Fashion

Also view in:

United States

20

Netflix

12

Media

Netflix

Rank Change: -12
Industry: Media

Also view in:

Global Sweden United States

21

Waitrose

2

Retail / Grocery

Waitrose

Rank Change: +2
Industry: Retail / Grocery

22

Lastminute.com

26

Travel / Booking

Lastminute.com

Rank Change: +26
Industry: Travel / Booking

23

 

Morrisons

 

Retail / Grocery

Morrisons

Rank Change: N/A
Industry: Retail / Grocery

24

 

Travelzoo

 

Travel / Booking

Travelzoo

Rank Change: N/A
Industry: Travel / Booking

25

Primark

2

Retail / Fashion

Primark

Rank Change: +2
Industry: Retail / Fashion

26

 

Pret a Manger

 

Restaurants

Pret a Manger

Rank Change: N/A
Industry: Restaurants

27

 

Trivago

 

Travel / Booking

Trivago

Rank Change: N/A
Industry: Travel / Booking

28

Toyota

2

Automotive

Toyota

Rank Change: -2
Industry: Automotive

29

Marks & Spencer

15

Retail / Grocery

Marks & Spencer

Rank Change: -15
Industry: Retail / Grocery

Also view in:

Global Middle East

30

Intercontinental

20

Travel / Hotels

Intercontinental

Rank Change: +20
Industry: Travel / Hotels

31

The Co-operative Food

9

Retail / Grocery

The Co-operative Food

Rank Change: -9
Industry: Retail / Grocery

32

Boots

17

Retail / Health and beauty

Boots

Rank Change: -17
Industry: Retail / Health and beauty

Also view in:

Global Middle East

33

Mercedes-Benz

26

Automotive

Mercedes-Benz

Rank Change: +26
Industry: Automotive

34

Ford

15

Automotive

Ford

Rank Change: -15
Industry: Automotive

35

Burger King

23

Restaurants

Burger King

Rank Change: -23
Industry: Restaurants

36

eBay

20

Internet retail

eBay

Rank Change: -20
Industry: Internet retail

37

Sainsbury’s

31

Retail / Grocery

Sainsbury’s

Rank Change: -31
Industry: Retail / Grocery

38

Expedia

9

Travel / Booking

Expedia

Rank Change: +9
Industry: Travel / Booking

Also view in:

Global United States

39

H&M

7

Retail / Fashion

H&M

Rank Change: +7
Industry: Retail / Fashion

40

KFC

23

Restaurants

KFC

Rank Change: -23
Industry: Restaurants

41

Royal Mail

4

Shipping / Mail

Royal Mail

Rank Change: +4
Industry: Shipping / Mail

42

The Sun

8

Media

The Sun

Rank Change: -8
Industry: Media

43

Volkswagen

20

Automotive

Volkswagen

Rank Change: +20
Industry: Automotive

Also view in:

China Germany Global India Sweden

44

Starbucks

1

Restaurants

Starbucks

Rank Change: -1
Industry: Restaurants

45

 

ITV

 

Media

ITV

Rank Change: N/A
Industry: Media

46

Hilton

26

Travel / Hotels

Hilton

Rank Change: +26
Industry: Travel / Hotels

47

Puma

44

Fitness

Puma

Rank Change: +44
Industry: Fitness

48

Samsung

28

Electronics

Samsung

Rank Change: -28
Industry: Electronics

49

Nationwide

16

Banks / Retail

Nationwide

Rank Change: +16
Industry: Banks / Retail

Also view in:

Global United States

50

NatWest

3

Banks / Retail

NatWest

Rank Change: +3
Industry: Banks / Retail

51

 

Daily Mail

 

Media

Daily Mail

Rank Change: N/A
Industry: Media

52

Sony

27

Electronics

Sony

Rank Change: -27
Industry: Electronics

53

O2

4

Telecom / Cell phone

O2

Rank Change: +4
Industry: Telecom / Cell phone

Also view in:

Germany Global

54

Holiday Inn

14

Travel / Hotels

Holiday Inn

Rank Change: -14
Industry: Travel / Hotels

55

Direct Line

37

General insurance

Direct Line

Rank Change: +37
Industry: General insurance

56

Virgin Atlantic

27

Travel / Air

Virgin Atlantic

Rank Change: -27
Industry: Travel / Air

57

Apple

14

Electronics

Apple

Rank Change: +14
Industry: Electronics

58

DHL

19

Shipping / Mail

DHL

Rank Change: +19
Industry: Shipping / Mail

Also view in:

Global India Middle East Sweden

59

 

GoCompare

 

Internet search

GoCompare

Rank Change: N/A
Industry: Internet search

60

Channel 4

32

Media

Channel 4

Rank Change: -32
Industry: Media

61

Nike

26

Fitness

Nike

Rank Change: +26
Industry: Fitness

62

Virgin Money

10

Banks / Retail

Virgin Money

Rank Change: -10
Industry: Banks / Retail

63

TSB

12

Banks / Retail

TSB

Rank Change: -12
Industry: Banks / Retail

64

LV

11

General insurance

LV

Rank Change: +11
Industry: General insurance

65

Guardian

23

Media

Guardian

Rank Change: -23
Industry: Media

66

LG

28

Electronics

LG

Rank Change: -28
Industry: Electronics

67

 

Enterprise

 

Travel / Car rental

Enterprise

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

Also view in:

Global United States

68

Instagram

1

Social media

Instagram

Rank Change: -1
Industry: Social media

69

 

UNIQLO

 

Retail / Fashion

UNIQLO

Rank Change: N/A
Industry: Retail / Fashion

Also view in:

China Global

70

British Airways

38

Travel / Air

British Airways

Rank Change: -38
Industry: Travel / Air

Also view in:

Global Sweden

71

Philips

3

Electronics

Philips

Rank Change: -3
Industry: Electronics

72

Nokia

4

Electronics

Nokia

Rank Change: +4
Industry: Electronics

Also view in:

Germany Global India Sweden

73

YouTube

52

Social media

YouTube

Rank Change: -52
Industry: Social media

74

Panasonic

37

Electronics

Panasonic

Rank Change: -37
Industry: Electronics

75

easyJet

40

Travel / Air

easyJet

Rank Change: -40
Industry: Travel / Air

Also view in:

Germany Global

76

More Than

22

General insurance

More Than

Rank Change: +22
Industry: General insurance

77

Topshop

7

Retail / Fashion

Topshop

Rank Change: +7
Industry: Retail / Fashion

Also view in:

Global Middle East

78

Santander

16

Banks / Retail

Santander

Rank Change: -16
Industry: Banks / Retail

79

ZARA

24

Retail / Fashion

ZARA

Rank Change: -24
Industry: Retail / Fashion

80

Lufthansa

14

Travel / Air

Lufthansa

Rank Change: +14
Industry: Travel / Air

Also view in:

Germany Global Sweden

81

Reebok

15

Fitness

Reebok

Rank Change: -15
Industry: Fitness

82

 

Turkish Airlines

 

Travel / Air

Turkish Airlines

Rank Change: N/A
Industry: Travel / Air

83

The Financial Times

24

Media

The Financial Times

Rank Change: +24
Industry: Media

84

Adidas

14

Fitness

Adidas

Rank Change: -14
Industry: Fitness

85

BBC

41

Media

BBC

Rank Change: -41
Industry: Media

86

HP

25

Electronics

HP

Rank Change: -25
Industry: Electronics

87

The Co-operative Bank

17

Banks / Retail

The Co-operative Bank

Rank Change: +17
Industry: Banks / Retail

88

Gap

9

Retail / Fashion

Gap

Rank Change: -9
Industry: Retail / Fashion

Also view in:

China Global United States

89

UPS

16

Shipping / Mail

UPS

Rank Change: +16
Industry: Shipping / Mail

90

BMW

9

Automotive

BMW

Rank Change: -9
Industry: Automotive

91

FedEx

8

Shipping / Mail

FedEx

Rank Change: -8
Industry: Shipping / Mail

92

iTunes

6

Internet retail

iTunes

Rank Change: -6
Industry: Internet retail

93

Lloyds Bank

8

Banks / Retail

Lloyds Bank

Rank Change: -8
Industry: Banks / Retail

94

HSBC

6

Banks / Retail

HSBC

Rank Change: -6
Industry: Banks / Retail

Also view in:

Global India Middle East

95

Skype

2

Telecom / Cell phone

Skype

Rank Change: +2
Industry: Telecom / Cell phone

96

Twitter

15

Social media

Twitter

Rank Change: +15
Industry: Social media

97

 

Norwegian Air

 

Travel / Air

Norwegian Air

Rank Change: N/A
Industry: Travel / Air

Also view in:

Global Sweden

98

Dell

38

Electronics

Dell

Rank Change: -38
Industry: Electronics

99

Churchill

26

General insurance

Churchill

Rank Change: -26
Industry: General insurance

100

Ryanair

7

Travel / Air

Ryanair

Rank Change: -7
Industry: Travel / Air

Also view in:

Germany Global Sweden

101

Sky

32

Telecom / Cable

Sky

Rank Change: -32
Industry: Telecom / Cable

Also view in:

Germany Global

102

Virgin Media

20

Telecom / Cable

Virgin Media

Rank Change: -20
Industry: Telecom / Cable

103

 

IBM

 

Electronics

IBM

Rank Change: N/A
Industry: Electronics

104

Vodafone

5

Telecom / Cell phone

Vodafone

Rank Change: +5
Industry: Telecom / Cell phone

Also view in:

Germany Global India

105

E.ON

17

Utilities

E.ON

Rank Change: +17
Industry: Utilities

106

EE (Everything Everywhere)

2

Telecom / Cell phone

EE (Everything Everywhere)

Rank Change: +2
Industry: Telecom / Cell phone

107

Microsoft

4

Electronics

Microsoft

Rank Change: -4
Industry: Electronics

108

Three

54

Telecom / Cell phone

Three

Rank Change: -54
Industry: Telecom / Cell phone

109

The Times

51

Media

The Times

Rank Change: -51
Industry: Media

110

British Gas

7

Utilities

British Gas

Rank Change: +7
Industry: Utilities

111

Barclays

15

Banks / Retail

Barclays

Rank Change: -15
Industry: Banks / Retail

112

Avis

6

Travel / Car rental

Avis

Rank Change: +6
Industry: Travel / Car rental

113

Hertz

2

Travel / Car rental

Hertz

Rank Change: +2
Industry: Travel / Car rental

114

The Royal Bank of Scotland

1

Banks / Retail

The Royal Bank of Scotland

Rank Change: -1
Industry: Banks / Retail

115

SSE (Scottish and Southern Energy)

6

Utilities

SSE (Scottish and Southern Energy)

Rank Change: +6
Industry: Utilities

116

Bupa

2

Health insurance

Bupa

Rank Change: -2
Industry: Health insurance

Also view in:

Global Middle East

117

Facebook

22

Social media

Facebook

Rank Change: -22
Industry: Social media

118

LinkedIn

1

Social media

LinkedIn

Rank Change: +1
Industry: Social media

119

 

Legal & General

 

General insurance

Legal & General

Rank Change: N/A
Industry: General insurance

120

Aviva

8

Health insurance

Aviva

Rank Change: -8
Industry: Health insurance

Also view in:

Global India

121

ScottishPower

3

Utilities

ScottishPower

Rank Change: +3
Industry: Utilities

122

EDF Energy

1

Utilities

EDF Energy

Rank Change: +1
Industry: Utilities

123

TalkTalk

7

Telecom / Cell phone

TalkTalk

Rank Change: -7
Industry: Telecom / Cell phone

124

BT

22

Telecom / Cable

BT

Rank Change: -22
Industry: Telecom / Cable

125

npower

5

Utilities

npower

Rank Change: -5
Industry: Utilities

126

AXA PPP Healthcare

1

Health insurance

AXA PPP Healthcare

Rank Change: -1
Industry: Health insurance

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 6%
Industry Simplicity Score Simplicity Premium
818 12%
Industry Simplicity Score Simplicity Premium
749 14%
Industry Simplicity Score Simplicity Premium
713 13%
Industry Simplicity Score Simplicity Premium
680 17%
Industry Simplicity Score Simplicity Premium
674 13%
Industry Simplicity Score Simplicity Premium
653 7%
Industry Simplicity Score Simplicity Premium
617 18%
Industry Simplicity Score Simplicity Premium
613 18%
Industry Simplicity Score Simplicity Premium
583 13%
Industry Simplicity Score Simplicity Premium
579 10%
Industry Simplicity Score Simplicity Premium
572 11%
Industry Simplicity Score Simplicity Premium
563 14%
Industry Simplicity Score Simplicity Premium
555 8%

15

Industry Simplicity Score Simplicity Premium
521 7%
Industry Simplicity Score Simplicity Premium
511 22%
Industry Simplicity Score Simplicity Premium
502 14%
Industry Simplicity Score Simplicity Premium
499 14%
Industry Simplicity Score Simplicity Premium
463 14%

20

Industry Simplicity Score Simplicity Premium
457 10%
Industry Simplicity Score Simplicity Premium
451 15%
Industry Simplicity Score Simplicity Premium
381 4%
Industry Simplicity Score Simplicity Premium
361 8%
Industry Simplicity Score Simplicity Premium
353 11%
Industry Simplicity Score Simplicity Premium
240 10%

Money To Be Made

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