Imagine this: You walk into a room and see someone holding four balls. Without warning, the person yells "Catch!" and lobs all four in your direction.
Chances are you don't catch them all. Maybe you don't catch any. In your effort to grab all four balls, you struggle to focus on one in particular.
It's a blur. Pure chaos.
Now reimagine the scenario, except this time the person is holding one ball and lobs it in your direction. Your chances of catching it are much greater.
Dory Ellis Garfinkle, CMO at global brand consultancy Siegel+Gale, used this analogy to illustrate why simple brands are better at connecting with consumers on an emotional level than complex brands.
And it makes sense: Our visceral reactions to things in the world matter. They set the tone. They help us decide whether something is worth looking into or not.
"When it comes to branding, intuitive connection with customers is the goal," said Ellis Garfinkle.
In a new research report, Siegel+Gale explores how the concept of brand simplicity works in the B2B space — where it feels like every company, whether operating in the finance or healthcare industry, is now a tech company, and every tech company is now an AI company.
One main finding: B2B buyers prefer brands that make their decisions easier to defend.
Brands can accomplish this through a distinct voice, consistent messaging, and clear explanation of what their products or services do.
As Ellis Garfinkle put it, the idea is to avoid asking potential B2B customers to "do the work of untangling what it is you're all about."
