## Why Authenticity Matters More Than Ever for Brands

**We've all been there - scrolling through Instagram, mindlessly swiping past one picture-perfect image after another, looking for something to capture our attention. Nothing seems to do the trick, and you are now starting to feel overwhelmed and disconnected.**

The quest for authenticity becomes even more crucial in this digital landscape. We crave a break from the polished façades and long for something real; authenticity has emerged as a powerful force that brands can no longer ignore. Platforms like TikTok or BeReal have gained popularity for their refreshing, unfiltered, and real-life content. Despite the presence of brand advertisements, users continue to share genuine experiences, captivating the attention of both consumers and brands alike.

This growing trend of authenticity has not gone unnoticed. Brands have recognised its immense potential for increasing engagement and awareness. What's even more fascinating is that this shift towards authenticity is now permeating other social media platforms like LinkedIn. Business leaders are jumping on the bandwagon, realising the value of sharing more genuine content with their audiences.

######

## Why is authenticity so crucial, especially when it comes to connecting with Gen Z?

Well, this generation has grown up amidst a sea of information overload. They've witnessed brands attempting to project perfect images, only to be exposed as disingenuous. As a result, Gen Z has become exceedingly sceptical and hungers for authenticity like never before.

For brands, this means that if they want to establish meaningful connections with Gen Z, authenticity is no longer optional—it's essential. They must be transparent about their values, practices, and products. They need to embody authenticity at their core and genuinely connect with their audience.

So, what does authenticity mean for brands? It means being transparent about your values, beliefs, and commitments. It means staying consistent in your messaging and aligning your actions with your words. It means using real people in your marketing efforts and letting them tell their own stories.

**But authenticity is not just a marketing strategy; it's a mindset.**

It's about being real and genuine in every interaction. It's about truly listening and being open to feedback. Gen Z, in particular, is not afraid to voice their opinions, and as brands, we need to be receptive. We need to engage in open conversations with our audience and genuinely consider their feedback. It's through this dialogue that we can form stronger connections and foster loyalty.

To better understand our audiences, we can turn to the insights provided by the [WGSN Consumers 2025 report](https://mlp.wgsn.com/future-consumer-2025-download-en.html?_gl=1*1lqrs31*_ga*MTI4MzAxNjkwMS4xNjg1NTI4MDM4*_ga_3N1Q1PKH1F*MTY4OTYwNjk3Mi4yNy4xLjE2ODk2MDY5ODQuNDguMC4w). It highlights four key consumer profiles to watch out for: The New Nihilists, who crave honesty, authenticity, and humour without feeling like they're being sold to. The Reductionists, seek human connections and value alignment with the brands they support. The Time Keepers, prioritise products and services that add value to their lives, saving them time and money. And finally, The Pioneers, who are drawn to innovative and disruptive brands. To connect with these different consumer profiles by 2025, brands must be ready to adapt their strategies accordingly.

But what does authenticity look like in the context of branding? Here are a few ideas:

- **Be transparent about your values.** What do you stand for? What are your beliefs? What are your commitments? Let Gen Z know what you're about, and why you care about the things you do.
- **Be consistent in your messaging.** Don't say one thing and then do another. Be clear and consistent about your values, your practices, and your products.
- **Use real people in your marketing**. Use real people in your marketing, and let them tell their own stories.
- **Be open to feedback.** Gen Z is not afraid to speak their minds. Be open to feedback, and be willing to learn from your mistakes, keep an open conversation with your audience. 

To effectively reach Gen Z, social media is where you need to be. They spend a significant amount of time online, particularly on platforms like YouTube, TikTok, and Instagram. These platforms thrive on short-form videos, making creativity and authenticity essential for brands to stand out.

Collaborating with influencers who genuinely love your brand and resonate with your target audience's lifestyle can be a powerful way to bridge the gap. But remember, authenticity should always be the foundation of these partnerships. Choose influencers who are relatable, trustworthy, and create content that feels truly authentic. It's through these collaborations that you can make a meaningful impact on your audience.

Building an authentic brand takes time and effort. It requires being transparent, consistent, and open to feedback. But the payoff is immense. Authenticity builds trust, and trust leads to loyalty. In a world where authenticity is increasingly rare, brands that are genuine will stand out from the crowd.


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Senior Creative and Digital Project Manager

Alejandra Romero 

Be Real, or Be Gone

## How to build priceless brand connections online
**It can be challenging to build a product communication strategy that satisfies all needs. Nevertheless, as marketers, communicators or brand managers, we need to find the sweet spot between what consumers like and want, and what brands can actually deliver – especially in the digital era.**

Product stories are one of the ways we can communicate widely on a product and grow audience awareness. Ideally, the product narrative should cover different aspects of a product, like its functionalities, maintenance and special features. In the process, we should also aim to stimulate the audience and explore different content types. A compelling story is one of the greatest communication packages for a product, especially when paired with high quality assets. If you do it well, you’ll be able to conquer the world with your brand. 

## 5 product storytelling tips to boost your narrative

We believe it’s essential to focus on the key elements of product storytelling. We have therefore formulated five tips which you can apply right away to help prioritise your tasks and reach your goals faster.

- Make people the main focus of your product stories.
- Create excellent assets for your product.
- Prepare a great website and a compelling digital experience.
- Keep your messaging fresh and engaging.
- Repurpose content you already have.

Let’s take a closer look at each of these points.

## 1. Make people the main focus of your product stories.

You are probably keen to highlight how progressive or beautiful your product is. However, you need to remember that your target audience has a completely different focus point: prospects are centred on their own interests and needs, or those of the people in their close circle. You should therefore aim to highlight how your product can make their life easier or more fun, for example. By showing this through stories, posts and blog entries, your brand may suddenly find itself in the spotlight.

**Tip number 1**: Focus on the difference your product can make in people's lives. Showing live, relatable examples of what your product does for its users will help define the context and allow you to find new communication possibilities. No matter which kind of product narrative you go for, show the real value of your product and the solutions it offers. 

## 2. Create excellent assets for your product.

Consumers today expect intuitive, attractive and useful messaging right from the start. Everything that’s shared via digital channels reaches them almost right away. That’s why it’s important to provide stunning product imagery and video across all types of digital channels be that your own website, e-commerce platforms, industry magazines and marketplaces, you name it. Show the way a skirt swings, present a dish crowned with a cloud of steam – it’s within your power to present your product in a stimulating and compelling way.

**Tip number 2**: Great product assets are priceless. They create a unique world for your brand and invite your audiences to become a part of it. You will also need these assets for PR coverage, editorials, marketing materials and external partnerships. 

![A picture with various fashion products displayed on a black background.](https://rhapsody.ams3.digitaloceanspaces.com/05275960e2dcff24a0121f7946809538.png)

[See examples of product photography](https://www.rhapsodymedia.com/our-work/divid).

## 3. Prepare a great website and a compelling digital experience.

According to [surveys](https://www.tandfonline.com/doi/abs/10.1080/01449290500330448), it takes around 0,05 seconds for a person to form an opinion about a website. This shows just how fast we are in forming a judgement that will impact our decision to engage with a brand or product… or not. Think about the following:

- It’s important for users to find relevant and useful **product information** fast. They want to be able to understand the features and advantages of the particular product at a glance. Make sure you dedicate enough space on your website to crucial product information and descriptions. Consider including digital guides, FAQs and interactive manuals for your products.

- Internet users can **compare products online** in a matter of seconds. By reading the opinions of other people and reviews, they will form an opinion of the products they have shortlisted on their shopping list. For that reason comprehensive product descriptions and impressive visual materials are key elements in the marketing game. They are also crucial to the overall product storytelling process.

**Tip number 3**: Provide a great digital experience and useful information that will support your product. Create a stunning website. Make sure you provide functional descriptions, manuals and instructional presentations, and embrace interactive features. You can even use digital experiences to increase engagement and make things easier for your audiences. All of the aforementioned – including collecting granular data – is possible with the right website.

Here you can see an example of an [interactive solution that was developed for a coffee maker manufacturer](https://www.rhapsodymedia.com/blog/delonghis-digital-guide-to-coffee-machines). Thanks to digital storytelling, clear product information, comparisons and easy-to-apply tips, your audience will feel at ease with your brand.

![A picture showing a little orange MOKE car and a smartphone next to it. On the smartphone's screen we can see a mobile version of the MOKE website.](https://rhapsody.ams3.digitaloceanspaces.com/80dc7d12578b021bb09fe4c7e771f3d0.png)

## 4. Keep your message fresh and engaging.

How can you ensure your stories feel fresh, interesting and engaging over long periods of time? Mastering the art of storytelling includes identifying the tools and methods that make this possible.

- **Inspiration** - make your communication materials inspirational. People aspire to owning certain things and wish to live a certain type of lifestyle. By showing how your product helps achieve a desired lifestyle, you can help your brand accomplish its goals. 
- **Creators** - one great solution is to team up with individuals that have already succeeded in building a unique personal brand and their own storytelling style. Creators can provide a fantastic context for your product as they integrate it into their world. Influencer marketing and product placement may be a great way of embedding your product in a fitting environment.
- **Authenticity** - go for statements that are true to your brand and deliver a genuine message. If your brand claims to be sustainable, make sure you deliver on that promise. There’s a lot of responsibility when it comes to maintaining a brand’s image and building trust among audiences. Gen Z in particular is known for its interest in issues like the environment, diversity and inclusion.

**Tip number 4**: Keep your product stories engaging, fresh and relevant. Generate content that highlights the advantages of a product and inspires your audiences. Team up with creators who can create the right kind of context for your products. Above all, stay genuine at all times.

## 5. Repurpose content you already have.

Creating product communication materials can be very expensive and time consuming. Luckily, once you have produced brand assets and other types of content, you can use them many times. Think of creative ways to reuse assets from your existing content library. Start here:
- Are there stories that are worth **retelling**? 
- Can you identify a theme that will allow audiences to explore previously used content from a **new** point of view? 
- **Nostalgia** - everyone enjoys throwbacks to a certain decade or a specific product version from time to time. Can you tap into that?
- Maybe you can creatively **re-design** past materials to formulate completely new messages that are in tune with the times? Let creativity take the lead!

**Tip number 5**:  Be creative in the use of existing content. Photos, videos, copy and many other content types can be given a second life. Or even a third. You can also rework existing and give them a completely new form.

![A couple of smartphones showing a mobile version of Burger King's website, which was created with the use of repurposed content.](https://rhapsody.ams3.digitaloceanspaces.com/3973a85de38bfa4e2d1f97e762613f34.png)

Look at [examples of brands that decided to use existing content to tell their stories again](https://www.rhapsodymedia.com/our-work/burger-king). 

## Create great product stories
To summarise, content should be attractive, qualitative and enjoyable to consume. Everything that’s connected to the product should fall within the right context and be a part of a bigger story. So, how do we put all the parts of the puzzle together? One answer is to construct and tell product stories that  are in tune with the times and satisfy the audience’s needs. Monitor content that appears online, analyse it and stay up to date with the latest trends in your industry.

**Do you want to start this kind of project? Would you like to create some start-of-the-art digital content for your product or brand? Contact the team at Rhapsody. We work on concept creation and campaigns, and we also create tailor-made websites and digital experiences for our clients. In addition, our digital team will be more than happy to organise a workshop for you: brainstorm, create new solutions for your product or brand and test them during a dedicated [Design Sprint](https://www.rhapsodymedia.com/blog/prototype-better-products-and-services-thanks-to-a-design-sprint).**

**Got questions? Please don’t hesitate to [contact us.](mailto:yeswecan@rhapsodymedia.com)**


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Dorota Berg

The art of product storytelling in a digital world

**Content marketing is one of the strongest tools in a brand’s arsenal, but how can you retain the quality and trust of print publications while creating an immersive digital experience? Read on to find out how your business can harness the power of digital magazines**

## The branded content revolution

It’s no secret that content can be a powerful marketing tool. Whether your customers can be found scrolling TikTok, watching TV ads while catching up on their favourite soap, or flicking through a magazine on the train, offering them compelling content can grab their attention, ignite their imagination, and help to reinforce their bond with your brand. 

The most effective content marketing is cross-channel, and you can connect with customers via print media, online, social media, video-on-demand, out of home, and more. No matter the format, the principles behind creating great content remain constant: it needs to be accessible, engaging, useful, and factually accurate. 

Print publications have long provided a perfect blank canvas for branded content, but as companies get to grips with an increasingly time-poor audience and understand the need to react dynamically, the restrictions that come with print publishing have led to a digital content revolution. 

Not only can going digital put your customers in control of how, where, and when they access your content, it also allows you to introduce interactive functionality, audio, and video, which can all amplify your brand. Digital publications have the power to unleash your team’s creativity – and ensure that every click is captured. 

## Creating an immersive digital experience

There’s an art to seamlessly combining the worlds of print and digital. While the formats can be complementary and, on the surface, contain the same content, simply taking a print publication and turning it into a PDF won’t help you stand out from the crowd. A truly immersive digital experience uses innovative design and interactive content to take the reader on a journey and keep them coming back for more.  

![Three smartphones displaying the LIDL digital magazine.](https://rhapsody.ams3.digitaloceanspaces.com/d9882abe84bc2e2a66920e524f145ea5.png)

Even so, you don’t need to hire a team of developers or spend hours swotting up on HTML to make the switch. Today, most tools and publishing platforms like Ceros use no-code design, which means they’re surprisingly easy-to-use, cost-effective, and adaptable. Companies who choose to invest in digital publications get the best of both worlds: the aesthetics, quality, and authority of a print magazine as well as the engagement and data that comes with digital marketing. 

## Bringing a brand’s story to life

Let’s use the Lidl GB magazine as an example. The European retail giant produces a seasonal print publication, a magazine that’s eagerly consumed by its customers, serving up inspiration, announcing new product launches, and sharing the company’s sustainability initiatives. Communicating these messages through content helps make the supermarket much more than just the most convenient or best value choice – it brings its personality to life.  

Transforming this print publication into a fully digitised experience took the art of storytelling to a whole new level. Rhapsody’s team of design superstars were able to maintain everything Lidl customers loved about the print magazine while using animation, video, and high-quality imagery to improve engagement and foster brand loyalty among a new, digital-first audience. 

## Introducing dynamic personalisation

As Ferris Bueller once said, “life moves pretty fast”, but luckily, digital magazines can more than keep up. 

Print deadlines are notoriously strict, and content needs to be locked in well in advance of publication. Last-minute changes are possible but can cause headaches for everyone involved. Switching to a digital magazine format makes those sleepless nights a thing of the past! Teams can make changes almost instantly, amending prices, introducing promotions, and adding special offers even after publication. 

![LIDL digital magazine shown on two pads.](https://rhapsody.ams3.digitaloceanspaces.com/d5b836f87c21c858bc0ea5e1250b9faf.png)

Digital magazines are also perfect for personalisation. Treating each customer as an individual, and serving them relevant content, elevates their experience, enhances trust, and generally leads to much stronger commercial results than a generic one-size-fits-all approach ever could. 

Going back to Lidl GB for a moment; the retailer understands the importance of
personalisation and so has been able to go digital without losing the localised content that has always enhanced each of its three print publications. Geo-targeted content allows every edition to reflect the market where it’s distributed (England, Scotland, and Wales).

## Breaking down barriers

At the end of the day, it’s all about making life easier without compromising on quality. Switching from print publications to digital magazines removes friction for customers and lets them access the content they want when and where they want it. 

With your content accessible on multiple devices and browsers, customers can catch up on your latest news on their daily commute, double-check a recipe while browsing the supermarket aisles, or click straight through to your website to add a new product to their online shopping basket. There’s no need for dual devices or printing off notes, everything from additional articles and photographs to customer reviews and product listings can be linked and accessed with the click of a button. 

**Ready to unlock the power of digital publications for your business? Get [in touch](https://www.rhapsodymedia.com/contact-us) with Rhapsody today to find out how we can transform your print publication into a compelling online experience.**

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Senior Project Manager

Ricardo Neves

Compelling content: how to harness the power of digital magazines

## Why we do, what we do

# 

At Rhapsody, our "Why" stems from our unwavering belief in creating work that makes a difference. We are driven by the desire to connect people and brands in meaningful ways, crafting experiences that leave a lasting impression. 

Our innovative approach is rooted in humility, as we embrace the opportunity to learn, grow, and evolve continuously. Guided by a relentless pursuit of improvement, we are never satisfied with the status quo, always striving to push boundaries and redefine excellence in all that we do.

As a global company with diverse clientele, we appreciate the uniqueness of each project we undertake. This understanding forms the basis of our tailored approach, enabling us to craft bespoke solutions that resonate with the specific needs and aspirations of our clients.

# 

[Meet Our Team](/our-team) 

[Our Story](/our-story) 

[Showreel](/showreel)

# 

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Revitalising existing digital experiences and creating fresh new ones for this business software and solutions company, following its major rebrand.

Concept, production and delivery of a 360° global campaign for SaaS giant Semrush

Working with Amazon on campaigns for the multinational tech company’s Operations division.

Developing an engaging, easy-to-use webpage for the Burger King for Good’ sustainability campaign.

Supporting the well-known retail group with print and digital creative and strategy across their five popular consumer brands.

Rhapsody supported MOKE International to create a cohesive multi-channel design system and support the global launch of the Electric MOKE.

Our Work

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We use creativity to craft meaningful connections between people and brands by utilising our key stems...




Welcome to Rhapsody.

We use creativity to craft meaningful connections between people and brands by utilising our key stems...

Why we do, what we do

sage

Semrush

Amazon

Burger King

N Brown

MOKE International