This book examines the current obsession with oversimplification and challenges marketers to consider whether they are blurring the line between simplifying and simplistic. By exploring the origins and appeal of simplification through some of the best-known literature, the book proves that endless simplification only serves to limit a brand's appeal. By presenting a new model, supported by examples, tools, and expertly explained techniques, this book will enable marketers to recognise the important role that depth and multiplicity play in communicating a brand message and to embrace complexity when crafting their brands.