Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. As part of this year’s Index, we interviewed marketing leaders and founders of brands that have performed well over the past few years, to understand why and how they simplify.

Providing speed, value and simplicity
John Costello, CMO
Dunkin' Brands

The power of a simple purpose
Norman de Greve, CMO
CVS Health

Why simplicity resonates
Any Yost, CMO

How simplicity drives adoption
Lorraine Twohill, CMO

Conquering complexity for employees and customers
Kevin Krone, CMO
Southwest Airlines