These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.
Many have an idyllic picture of European train travel, but Swedish consumers have a different view of SJ, the government-owned rail system. “Their site and the pricing are incredibly complicated,” says one respondent. “Likewise, their handling of delays and cancellations [is] catastrophic.” And delays are frequent, judging from responses.
Typical complaints about energy provider Fortum include that pricing and bills are convoluted and customer service poor. One respondent hypothesized that Fortum and its peers aren’t concerned with customers at all: “Electric utilities are generally sneaky, and are more focused on competing with each other than to be there for customers.”
The rental car company’s unclear agreements and lack of advertising contribute to its image as a complicated brand. Avis’ Budget brand is currently expanding globally, but unless it can also simplify, increasing its offerings may have no effect on its perception.
All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in Sweden can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.
