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10/24/2013 06:59 am ET Updated Oct 24, 2013

Southwest Ranks Top 10 In Keeping It Simple

Southwest Airlines is one of the top 10 simplest US companies, according to an index Tuesday yesterday by Siegel+Gale, a brand strategy firm in New York.

Of the advantages, says Howard Belk, co-CEO and chief creative officer of Siegel+Gale, “consumers would pay more for simplicity… brands are leaving significant money on the table because of complexity.” Southwest climbed 6 spots from last year, now ranking at #9 out of 125 U.S. companies.

Following Southwest, JetBlue is the next airline on the list at #44. Bigger airlines like US Airways, America, United placed in the bottom 20; and Delta fell 17 spots to the bottom 10, ranking at #116 for poor customer service and extra hidden fees.

Siegel+Gale provides a 10-question quiz to assess a company’s simplicity, mostly emphasizing customer experience, but we can think of a several reasons Southwest tops the simplest list:

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