On the other side of the complex is SIMPLICITY. When your brand is simple and everyone gets it, they feel both compelled and empowered to talk about it. They get it so they can easily talk about it and communicate about it. When a brand is a simple message every customer understands, YOUR CUSTOMER TELLS EVERYONE! They get you and what your brand is all about. And what you can do for them so they aren't shy talking about you. THIS IS POWER IN THE MARKET TODAY.