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Branding Made Simple

Why did Google whip Yahoo! so decisively? How did Apple become the world’s most valuable company? Why have we all heard of Intel? The answer is simple. Or, to be more precise, simplicity.

The ability to distill highly complex business concepts into simple consumer propositions is one reason why Google, Apple, and Intel are three of the most valuable brands in the world. Google’s breakthrough insight was to make everything about its brand and user experience clean and simple, unlike Yahoo and other search engine companies that thought a busier page somehow communicated more value. Apple rejected complexity in everything from its operating system to product design to advertising. And Intel created a five-note musical signature and two-word catchphrase to make us all believe that a computer was better if it had “Intel Inside.”