It's just that simple. It's just that difficult.

I love simple products. Maybe it's because I believe that the best brands have a certain level of honestly to them, and more often than not, when things are simple they tend to be more honest. As well, simple things are easy to understand. You need to have people understand your brand in order to become involved in your brand. So, simple is good.

One of my favorite products is a corn chip made in Laguna, CA. Have'A Corn Chips. It has just four ingredients. It's sold in only one size. And they have any flavor you want as long as it's the one flavor they offer. I love the simplicity in this offering. And you know what? The product is fantastic - by far the best corn chips I have ever tasted. How'd they do it? They kept it simple.

Another brand I admire for its simplicity is Red Bull. Until just a few years ago it was sold in only one size. They have only two variations, regular and sugar-free. Yet the company has maintained an astounding 55% market share in a category flooded with wanna-be competitors. How'd they do it? They kept it simple.

But simple can be complicated. Einstein said it best:
"Everything should be made as simple as possible, but not one bit simpler."

It's very tempting, and quite easy, to add. To "plus." To make things more complicated. But just like great design, the best examples are those whereby someone refrained from adding. Or was bold enough to reduce. Great products and brands and brand strategies should all be as simple as possible. (But not one bit simpler.) Often times it's best to start with the long story and whittle it down to the truly critical components. Only then will you be able to identify what is extraneous. Only then will you be able to focus the idea to something that is easily understood. And with that comes potency.

It's just that simple. And it's just that difficult.