Against a backdrop of an increasingly complex and fragmented consumer culture, media overload, multiplying retail channels, and an increasing cynicism among consumers, some marketers are rediscovering the power of simplicity in expressing their brand ideas. It simply makes sense.

Simplicity rules the day. In our über-branded world, we’re seeing a sea-change washing over the landscape. Some say it started with Google, sporting the cleanest user interface on the web at the time. (Interesting that Microsoft’s Bing is now trying to out-simplify Google on functionality.) Others say Target paved the way, with a simpler, cleaner shopper experience, utilizing design as a strategic advantage in its pitched battle with Wal-Mart. (Equally interesting that Wal-Mart is now trying to out-design and out-simplify Target.)

Other examples abound: