MAKE IT SIMPLE
Companies like to make things complicated for consumers. And when legal gets in the way of marketing, things become really complex and not consumer friendly. Think about banking for example, many banks are hindered by the profusion of legal procedures they have to follow in order to bring new products to market. Banking is one of many examples.
Unlike many other brands, Apple responded once again to consumers’ desire for simplicity. They recently introduced a summary of legal terms and conditions in plain English, helping the consumer navigate the new iTunes store (see picture). Simple, to the point, only the information you need, with words that everyone understands, Brilliant.
People need and desire simplicity. The recession is actually accelerating this trend for simplicity. Unlike consumers in previous recessions, who greeted the return of financial stability with a buying spree, current consumers entered the recession feeling bloated. When they regain their ability to spend, consumers will continue to buy simpler offerings with the greatest value. Brands that deliver simplicity will have a significant competitive advantage.
(Jean-Yves Minet)
