Low Fidelity Brands

Over on his blog, Paul Colman has a great post about Low Fidelity Brands where, inspired by the Zapruder Film of JFK’s assasination he talks about how important it is for brands to have a low fidelity feel.

“I think what intrigued me so much was the low fidelity nature of what I was looking at – there was a lot of environmental noise, accidental distortion. Resolution, detail, and information were lost. Yet paradoxically this has the effect of making the the film feel more conspicuous, more alarming, and more real.”

Paul argues that low fidelity brands provide an antidote to brands that “being beautifully produced, highly consistent, and dripping in quality cues that tantalise those who asprire.”

Whilst I think Paul is talking absolute sense, I would argue that the concept of low fidelity is just another strand of a far more important brand asset, that of authenticity.

The best brands are authentic. Regardless of what they advertise or produce, brands like Nike, Innocent, Waitrose and Harvey Nichols all manage to remain relevent by being authentic.

Whatever sports product Nike is promoting, it digs deep into the heart of the sport, from a grass roots level to professional and becomes synonymous with it before attempting to advertise.

Harvey Nichols works in exactly the same way. As a seller of designer clothing to a phenominally rich clientele Harvey Nichols advertising is authentic. Not because it is low fidelity but because it is glossy, smooth and has high production values.