What is Simple, Smart & Sexy?
Every year, in the United States 30,000 completely new consumer products are put to market. Our capacity to adopt new products is limited (as an average) to five products/year. In an every changing, super cluttered world, where the change of speed is impacting consumers psychologically, companies which are Simple, Smart & Sexy stand out from the rest. In fact, in no time the only way to survive in this complexity will be to Be Simple, Be Smart and Be Sexy.
The Simple, Smart & Sexy concept was developed by Mariana Ferrari in 2010 while analyzing consumer trends driving innovation in the Food & Beverage industry.
Simple represents the ultimate sophistication, made super easy to the consumer. Simplicity has become a must for brands. However brands are still having a very hard time making it simple for the client.
Smart, is the possibility of doing more with less. Smart products are those which allow a consumer to do more things with less resources, in less time or in a more intelligent way.
Sexy, is what sets brands apart. In such a competitive world, brands are appealing to every sense to capture new clients and generate unique customer experiences which will engage a client emotionally.
Ccompanies which share these three characteristics are super successful, meaning they have clients lining up on their doors to purchase whatever new product release they put out, they charge premium prices, the value of their business is skyrocketing and their executives are the best paid and most admired in the market (Apple, Nespresso).
The concept of Simple, Smart and Sexy will become the most important business standard. A standard of superior quality (in product or services), excellence in customer experience throughout, super sexy designs in everything (stores, packaging, logo, etc) and premium prices. It will be the business descriptor of all successful brands, products and services.