We’ve been hearing a lot lately about the relative value of global brands, with Apple easily taking the top spot in recent rankings. But when looked at from the perspective of simplicity, apparently Apple comes up short, beaten out by Amazon and even, gasp, Dunkin’ Donuts. This conclusion is from Siegel+Gale’s third annual Global Brand Simplicity Index (PDF), which claims to ‘demonstrate consumers’ demand for simpler communications and experiences across industries and around the globe.’

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