The Case for the Brand Film

1. Edelman Trust Barometer (2023). “Special Report: The Belief-Driven Buyer.” Retrieved from: https://www.edelman.com/trust/2023/belief-driven-buyer
2. Think with Google (2022). “Why emotional storytelling is more effective than product-first ads.” Retrieved from: https://www.thinkwithgoogle.com/marketing-strategies/video/video-advertising-emotional-conne
   ction
3. Paul Zak, “Why Inspiring Stories Make Us React: The Neuroscience of Narrative,” Cerebrum,
   2015. Also see: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4445577/
4. Think with Google (2024). “Why short-form video with story arc wins.” Retrieved from: https://www.thinkwithgoogle.com/future-of-marketing/creativity/short-form-video-effectiveness
5. Harvard Business Review (2015). “The New Science of Customer Emotions.” Retrieved from: https://hbr.org/2015/11/the-new-science-of-customer-emotions
6. McKinsey & Company (2023). “The Business Value of Design and Storytelling.” Retrieved from: https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-o
   f-design

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