United States

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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.

Dollar Shave Club

Dollar Shave Club

Rank Change: N/C
Industry: Retail / Health and beauty

1

 

Google

 

Internet search

Google

Rank Change: N/C
Industry: Internet search

GrubHub

GrubHub

Rank Change: +5
Industry: Restaurants

2

 

Netflix

 

Media

Netflix

Rank Change: N/C
Industry: Media

Also view in:

Global Sweden United Kingdom

Square

Square

Rank Change: +8
Industry: Banks / Retail

3

Zappos.com

3

Internet retail

Zappos.com

Rank Change: +3
Industry: Internet retail

Spotify

Spotify

Rank Change: +2
Industry: Internet retail

Also view in:

Sweden United Kingdom

4

 

Amazon

 

Internet retail

Amazon

Rank Change: N/C
Industry: Internet retail

Jet

Jet

Rank Change: N/A
Industry: Internet retail

5

 

Amazon Prime

 

Media

Amazon Prime

Rank Change: N/A
Industry: Media

Airbnb

Airbnb

Rank Change: +9
Industry: Travel / Hotels

Also view in:

United Kingdom

6

Dunkin’ Donuts

1

Restaurants

Dunkin’ Donuts

Rank Change: +1
Industry: Restaurants

7

McDonald’s

7

Restaurants

McDonald’s

Rank Change: +7
Industry: Restaurants

Uber

Uber

Rank Change: +2
Industry: Travel / Car rental

Ally

Ally

Rank Change: +12
Industry: Banks / Retail

8

Trader Joe’s

11

Retail / Grocery

Trader Joe’s

Rank Change: +11
Industry: Retail / Grocery

The Honest Company

The Honest Company

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

9

 

Pandora

 

Internet retail

Pandora

Rank Change: N/A
Industry: Internet retail

Venmo

Venmo

Rank Change: +4
Industry: Banks / Retail

10

 

SUBWAY

 

Restaurants

SUBWAY

Rank Change: N/A
Industry: Restaurants

Also view in:

Germany Global Sweden

11

KFC

2

Restaurants

KFC

Rank Change: -2
Industry: Restaurants

WhatsApp

WhatsApp

Rank Change: +19
Industry: Social media

Also view in:

Middle East United Kingdom

Google Wallet

Google Wallet

Rank Change: +13
Industry: Banks / Retail

12

USPS

49

Shipping / Mail

USPS

Rank Change: +49
Industry: Shipping / Mail

13

 

Costco

 

Retail / General

Costco

Rank Change: N/A
Industry: Retail / General

GoPro

GoPro

Rank Change: -9
Industry: Electronics

Also view in:

United Kingdom

FitBit

FitBit

Rank Change: -1
Industry: Electronics

14

Pizza Hut

4

Restaurants

Pizza Hut

Rank Change: -4
Industry: Restaurants

Etsy

Etsy

Rank Change: +1
Industry: Internet retail

Also view in:

United Kingdom

15

Burger King

7

Restaurants

Burger King

Rank Change: -7
Industry: Restaurants

Hulu

Hulu

Rank Change: +2
Industry: Media

16

Southwest Airlines

18

Travel / Air

Southwest Airlines

Rank Change: +18
Industry: Travel / Air

Lyft

Lyft

Rank Change: +11
Industry: Travel / Car rental

17

 

Subaru

 

Automotive

Subaru

Rank Change: N/A
Industry: Automotive

Buzzfeed

Buzzfeed

Rank Change: +8
Industry: Media

18

IKEA

48

Retail / General

IKEA

Rank Change: +48
Industry: Retail / General

19

Kroger

1

Retail / Grocery

Kroger

Rank Change: +1
Industry: Retail / Grocery

My Fitness Pal

My Fitness Pal

Rank Change: -2
Industry: Fitness

Also view in:

United Kingdom

VRBO

VRBO

Rank Change: -2
Industry: Travel / Hotels

20

Publix

17

Retail / Grocery

Publix

Rank Change: -17
Industry: Retail / Grocery

HBO Now/HBO Go

HBO Now/HBO Go

Rank Change: +10
Industry: Media

21

FedEx

19

Shipping / Mail

FedEx

Rank Change: +19
Industry: Shipping / Mail

RunKeeper

RunKeeper

Rank Change: +6
Industry: Fitness

22

Chipotle

17

Restaurants

Chipotle

Rank Change: -17
Industry: Restaurants

BleacherReport

BleacherReport

Rank Change: +3
Industry: Media

23

Whole Foods Market

5

Retail / Grocery

Whole Foods Market

Rank Change: +5
Industry: Retail / Grocery

Snapchat

Snapchat

Rank Change: +6
Industry: Social media

Also view in:

United Kingdom

24

Starbucks

11

Restaurants

Starbucks

Rank Change: -11
Industry: Restaurants

Gilt

Gilt

Rank Change: N/A
Industry: Internet retail

25

Sephora

19

Retail / Health and beauty

Sephora

Rank Change: +19
Industry: Retail / Health and beauty

Also view in:

China Global Middle East

26

KAYAK

9

Travel / Booking

KAYAK

Rank Change: -9
Industry: Travel / Booking

27

UPS

6

Shipping / Mail

UPS

Rank Change: -6
Industry: Shipping / Mail

28

Target

1

Retail / General

Target

Rank Change: -1
Industry: Retail / General

29

Walgreens

14

Retail / Health and beauty

Walgreens

Rank Change: +14
Industry: Retail / Health and beauty

30

Apple

12

Electronics

Apple

Rank Change: -12
Industry: Electronics

31

H&M

7

Retail / Fashion

H&M

Rank Change: +7
Industry: Retail / Fashion

32

Levi’s

2

Retail / Fashion

Levi’s

Rank Change: -2
Industry: Retail / Fashion

Also view in:

India

33

Walmart

4

Retail / General

Walmart

Rank Change: -4
Industry: Retail / General

Also view in:

China Global

34

Craigslist

8

Internet retail

Craigslist

Rank Change: +8
Industry: Internet retail

35

Groupon

23

Internet retail

Groupon

Rank Change: -23
Industry: Internet retail

Also view in:

Global India

36

Albertsons

18

Retail / Grocery

Albertsons

Rank Change: +18
Industry: Retail / Grocery

37

iTunes

33

Internet retail

iTunes

Rank Change: +33
Industry: Internet retail

38

Comfort Inn

22

Travel / Hotels

Comfort Inn

Rank Change: +22
Industry: Travel / Hotels

39

Old Navy

28

Retail / Fashion

Old Navy

Rank Change: -28
Industry: Retail / Fashion

40

Maytag

25

Appliances

Maytag

Rank Change: -25
Industry: Appliances

41

Sony

16

Electronics

Sony

Rank Change: -16
Industry: Electronics

42

Toyota

15

Automotive

Toyota

Rank Change: +15
Industry: Automotive

43

Rite Aid Pharmacy

16

Retail / Health and beauty

Rite Aid Pharmacy

Rank Change: +16
Industry: Retail / Health and beauty

44

Victoria’s Secret

3

Retail / Fashion

Victoria’s Secret

Rank Change: -3
Industry: Retail / Fashion

45

Ford

21

Automotive

Ford

Rank Change: -21
Industry: Automotive

46

YouTube

24

Social media

YouTube

Rank Change: -24
Industry: Social media

47

Samsung

31

Electronics

Samsung

Rank Change: -31
Industry: Electronics

48

Honda

25

Automotive

Honda

Rank Change: -25
Industry: Automotive

Also view in:

Global Japan

49

Yahoo!

18

Internet search

Yahoo!

Rank Change: -18
Industry: Internet search

50

 

PayPal

 

Banks / Retail

PayPal

Rank Change: N/A
Industry: Banks / Retail

Also view in:

United Kingdom

51

eBay

3

Internet retail

eBay

Rank Change: -3
Industry: Internet retail

52

Bing

6

Internet search

Bing

Rank Change: -6
Industry: Internet search

Also view in:

Germany Global Japan

53

 

Kohl’s

 

Retail / General

Kohl’s

Rank Change: N/A
Industry: Retail / General

54

Pinterest

4

Social media

Pinterest

Rank Change: -4
Industry: Social media

55

Adidas

14

Fitness

Adidas

Rank Change: +14
Industry: Fitness

56

Marriott

21

Travel / Hotels

Marriott

Rank Change: +21
Industry: Travel / Hotels

57

Dell

6

Electronics

Dell

Rank Change: +6
Industry: Electronics

58

Safeway

21

Retail / Grocery

Safeway

Rank Change: -21
Industry: Retail / Grocery

59

Holiday Inn

26

Travel / Hotels

Holiday Inn

Rank Change: -26
Industry: Travel / Hotels

60

Dodge

24

Automotive

Dodge

Rank Change: -24
Industry: Automotive

61

CVS/pharmacy

26

Retail / Health and beauty

CVS/pharmacy

Rank Change: -26
Industry: Retail / Health and beauty

62

GE

2

Appliances

GE

Rank Change: +2
Industry: Appliances

63

JetBlue Airways

13

Travel / Air

JetBlue Airways

Rank Change: +13
Industry: Travel / Air

64

Canon

19

Electronics

Canon

Rank Change: +19
Industry: Electronics

Also view in:

Germany Global India

65

GEICO

10

General insurance

GEICO

Rank Change: -10
Industry: General insurance

66

Whirlpool

15

Appliances

Whirlpool

Rank Change: -15
Industry: Appliances

67

Days Inn

21

Travel / Hotels

Days Inn

Rank Change: +21
Industry: Travel / Hotels

68

Nike

42

Fitness

Nike

Rank Change: -42
Industry: Fitness

69

The Wall Street Journal

21

Media

The Wall Street Journal

Rank Change: +21
Industry: Media

70

USA Today

8

Media

USA Today

Rank Change: +8
Industry: Media

71

 

Under Armour

 

Fitness

Under Armour

Rank Change: N/A
Industry: Fitness

Also view in:

Global Middle East

72

HP

40

Electronics

HP

Rank Change: -40
Industry: Electronics

73

Gap

6

Retail / Fashion

Gap

Rank Change: -6
Industry: Retail / Fashion

Also view in:

China Global United Kingdom

74

Yelp

2

Social media

Yelp

Rank Change: -2
Industry: Social media

75

Expedia

19

Travel / Booking

Expedia

Rank Change: -19
Industry: Travel / Booking

Also view in:

Global United Kingdom

76

T-Mobile

28

Telecom / Cell phone

T-Mobile

Rank Change: +28
Industry: Telecom / Cell phone

77

Hilton

8

Travel / Hotels

Hilton

Rank Change: +8
Industry: Travel / Hotels

78

Macy’s

26

Retail / General

Macy’s

Rank Change: -26
Industry: Retail / General

79

 

Hyundai

 

Automotive

Hyundai

Rank Change: N/A
Industry: Automotive

Also view in:

China Global

80

Panasonic

33

Electronics

Panasonic

Rank Change: -33
Industry: Electronics

81

Fox News

22

Media

Fox News

Rank Change: +22
Industry: Media

82

Amtrak

7

Travel / Train

Amtrak

Rank Change: +7
Industry: Travel / Train

83

Instagram

34

Social media

Instagram

Rank Change: -34
Industry: Social media

84

Best Western

2

Travel / Hotels

Best Western

Rank Change: -2
Industry: Travel / Hotels

Also view in:

Germany Global Sweden

85

Kmart

27

Retail / General

Kmart

Rank Change: -27
Industry: Retail / General

86

Enterprise

6

Travel / Car rental

Enterprise

Rank Change: +6
Industry: Travel / Car rental

Also view in:

Global United Kingdom

87

DISH Network

31

Telecom / Cable

DISH Network

Rank Change: +31
Industry: Telecom / Cable

88

Chevrolet

35

Automotive

Chevrolet

Rank Change: -35
Industry: Automotive

89

Ramada

24

Travel / Hotels

Ramada

Rank Change: -24
Industry: Travel / Hotels

Also view in:

Germany Global

90

Microsoft

19

Electronics

Microsoft

Rank Change: -19
Industry: Electronics

91

Chase

10

Banks / Retail

Chase

Rank Change: -10
Industry: Banks / Retail

92

Reebok

53

Fitness

Reebok

Rank Change: -53
Industry: Fitness

93

Citibank

2

Banks / Retail

Citibank

Rank Change: +2
Industry: Banks / Retail

Also view in:

Global Middle East

94

Twitter

3

Social media

Twitter

Rank Change: -3
Industry: Social media

95

Priceline.com

22

Travel / Booking

Priceline.com

Rank Change: -22
Industry: Travel / Booking

96

Sprint

15

Telecom / Cell phone

Sprint

Rank Change: +15
Industry: Telecom / Cell phone

97

AllState

9

General insurance

AllState

Rank Change: +9
Industry: General insurance

98

Progressive

53

General insurance

Progressive

Rank Change: -53
Industry: General insurance

99

MSNBC

3

Media

MSNBC

Rank Change: +3
Industry: Media

100

CNN

4

Media

CNN

Rank Change: -4
Industry: Media

101

 

Kaiser Permanente

 

Health insurance

Kaiser Permanente

Rank Change: N/A
Industry: Health insurance

102

The New York Times

18

Media

The New York Times

Rank Change: -18
Industry: Media

103

Skype

41

Telecom / Cell phone

Skype

Rank Change: -41
Industry: Telecom / Cell phone

104

State Farm

25

General insurance

State Farm

Rank Change: -25
Industry: General insurance

105

Orbitz

31

Travel / Booking

Orbitz

Rank Change: -31
Industry: Travel / Booking

106

Hertz

12

Travel / Car rental

Hertz

Rank Change: -12
Industry: Travel / Car rental

107

Budget

7

Travel / Car rental

Budget

Rank Change: -7
Industry: Travel / Car rental

Also view in:

Global Middle East Sweden

108

Farmers

9

General insurance

Farmers

Rank Change: +9
Industry: General insurance

109

Bank of America

23

Banks / Retail

Bank of America

Rank Change: -23
Industry: Banks / Retail

110

Nationwide

23

General insurance

Nationwide

Rank Change: -23
Industry: General insurance

Also view in:

Global United Kingdom

111

Avis

14

Travel / Car rental

Avis

Rank Change: -14
Industry: Travel / Car rental

112

US Airways

1

Travel / Air

US Airways

Rank Change: +1
Industry: Travel / Air

113

American Airlines

2

Travel / Air

American Airlines

Rank Change: +2
Industry: Travel / Air

114

 

Verizon

 

Telecom / Cell phone

Verizon

Rank Change: N/C
Industry: Telecom / Cell phone

115

Wells Fargo

17

Banks / Retail

Wells Fargo

Rank Change: -17
Industry: Banks / Retail

116

Alamo

9

Travel / Car rental

Alamo

Rank Change: -9
Industry: Travel / Car rental

117

AT&T

5

Telecom / Cell phone

AT&T

Rank Change: -5
Industry: Telecom / Cell phone

118

Delta Air Lines

9

Travel / Air

Delta Air Lines

Rank Change: -9
Industry: Travel / Air

119

United/Continental

14

Travel / Air

United/Continental

Rank Change: -14
Industry: Travel / Air

120

HUMANA

3

Health insurance

HUMANA

Rank Change: +3
Industry: Health insurance

121

Facebook

20

Social media

Facebook

Rank Change: -20
Industry: Social media

122

LinkedIn

14

Social media

LinkedIn

Rank Change: -14
Industry: Social media

123

MetLife

13

General insurance

MetLife

Rank Change: -13
Industry: General insurance

Also view in:

Global Japan

124

DIRECTV

8

Telecom / Cable

DIRECTV

Rank Change: -8
Industry: Telecom / Cable

125

Aetna

6

Health insurance

Aetna

Rank Change: -6
Industry: Health insurance

126

CIGNA

5

Health insurance

CIGNA

Rank Change: -5
Industry: Health insurance

127

Comcast

3

Telecom / Cable

Comcast

Rank Change: -3
Industry: Telecom / Cable

128

Time Warner Cable

6

Telecom / Cable

Time Warner Cable

Rank Change: -6
Industry: Telecom / Cable

129

UnitedHealthcare

9

Health insurance

UnitedHealthcare

Rank Change: -9
Industry: Health insurance

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 7%
Industry Simplicity Score Simplicity Premium
849 11%
Industry Simplicity Score Simplicity Premium
842 12%
Industry Simplicity Score Simplicity Premium
841 11%
Industry Simplicity Score Simplicity Premium
764 12%
Industry Simplicity Score Simplicity Premium
744 23%
Industry Simplicity Score Simplicity Premium
698 8%
Industry Simplicity Score Simplicity Premium
652 8%
Industry Simplicity Score Simplicity Premium
632 11%
Industry Simplicity Score Simplicity Premium
608 8%
Industry Simplicity Score Simplicity Premium
598 11%
Industry Simplicity Score Simplicity Premium
594 12%
Industry Simplicity Score Simplicity Premium
588 16%
Industry Simplicity Score Simplicity Premium
559 16%
Industry Simplicity Score Simplicity Premium
521 17%

16

Industry Simplicity Score Simplicity Premium
519 6%

17

Industry Simplicity Score Simplicity Premium
505 9%
Industry Simplicity Score Simplicity Premium
499 15%
Industry Simplicity Score Simplicity Premium
434 21%
Industry Simplicity Score Simplicity Premium
433 12%
Industry Simplicity Score Simplicity Premium
404 11%
Industry Simplicity Score Simplicity Premium
400 3%
Industry Simplicity Score Simplicity Premium
354 16%
Industry Simplicity Score Simplicity Premium
301 14%
Industry Simplicity Score Simplicity Premium
240 20%

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.