Here is an article about how simple brands are more successful. There have been a lot of studies that show the idea that consumers are presented with too many choices which creates stress and impedes the decision making process. For example, a long time ago when someone wanted eggs they went to the store and bought eggs. Now, consumers have to choose between eggs with different size, color, organic, free range… too many choices make decisions harder to make and create a slightly more stressful consumer experience. This is a concept we use when developing brands by helping them distill their company down to what is the most important and conveying that to the customer.