The acronym KISS was first coined by Kelly Johnson, one of the most prolific aircraft design engineers in the history of aviation. Most people correctly translate this phrase as "Keep it simple, stupid" and assume it pertains to communications. For Johnson, however, it was a pointed reminder that people want products and services that are easy to learn and use. Focusing on this groundbreaking principle led to the development of the U-2 and SR-71 spy planes, among many other world-renowned aircraft.
For Johnson and his team, simplicity was the key goal in design, and unnecessary complexity was to be avoided at all costs. Consumers certainly agree. Who among us doesn't seek products, services, and experiences that make our lives simpler and less complex?
My company's recently published Global Brand Simplicity Index uncovered in dollar terms just how much value consumers actually place on simplicity. This study showed that industries as diverse as grocery, technology, auto, fitness, banking, and train travel are leaving more than $25 billion on the table by not making their products and services simpler for consumers.
The business implications of this are actually encouraging. In an era when meaningful differentiation is hard to come by, and supply chain and ingredient costs are rising around the globe, the survey identifies real opportunities to create product demand while gaining pricing power and enhancing profit margins.
Of course, the challenge today is to enhance competitive position without increasing production costs. Innovative answers to that toughie can often be found in digital channels. Here are some ideas my design teams have suggested that could entice customers to pay more for products or services by adding utility and simplicity.
Cutting grocery bills and spending less time pushing around an overflowing cart are the goals of every weekly shopper, who would surely appreciate the opportunity to utilize these digital applications.
Staying motivated is often the hardest part of the gym experience. The digital solutions below can help even the most hardcore athletes maintain consistent workouts and improve their fitness.
Train Travel (Amtrak, Commuter Trains)
According to a recent survey from Orbitz¸ travelers are demanding flexibility and efficiency as well as cost savings. The applications below could help tourists and road warriors alike avoid the aggravation of long lines and late trains.
We love our cars, but who can remember the last time the brakes were checked? And there is nothing worse than the lack of transparency surrounding the in-showroom purchase process. Here are a few tools that could help avoid these frustrating car-related moments.
It's my belief that there is significant opportunity for brands the world over to bake more simplicity into their customer experience. Keeping it simple is smart.
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As Siegel+Gale's chief creative officer, Howard challenges our design teams across the globe to breathe life into brand strategies. He believes that powerful identities bring humanity to brands and generate belief in their essential promise. "Doing this successfully for organizations that operate globally," he notes, "requires supreme simplicity."
A prominent figure in the industry, Howard has led global branding programs that span virtually every business sector, receiving international recognition and numerous awards. He sees an extraordinary future for organizations operating at the nexus of social changes in health, energy, education, technology, and communications. His work includes programs for Pfizer, ConocoPhillips, Aramco, AARP, the Free Library of Philadelphia, the King Abdullah University of Science and Technology, SAP, Tata Consultancy Services, Qatar Telecom, Allstate, and Bank of America.
You'll see Howard frequently quoted by the business press regarding branding and design issues, or speaking at professional conferences on topics that range from brand building's foray into areas like product development, human resources, community service, and customer experience, to how smartphones and touchscreens are opening new ways for people to interact with brands.
Earlier in his career, Howard founded a marketing services agency that was acquired by Omnicom in 2001. He also spent time at Interbrand, where he was a group director in their headquarters office.
Howard earned a bachelor of fine arts at Philadelphia's University of the Arts, where he later served as a guest professor. He completed Omnicom's Senior Management and Graduate Management Programs at Babson College in 2007. He sits on the Board of Directors of apparel manufacturer Kahn Lucas Lancaster.
December 12, 2013
1:00pm ET / 10:00am PT