At CTP, we believe that tapping into the human spirit forms lasting connections between brands and their audiences.  Emotions are an essential driver of brand loyalty.

So how do brands create that human emotion? It’s a process that we’re constantly examining. In our most recent exploration, we saw how human connections are forged through all the senses, not just beautiful images and words.

Watch the video to learn how our friends at Yankee Candle, a brand that boasts some of the most loyal customers we’ve seen, unleashes the human spirit with scent.