What do meatballs and banks have in common? To us at CTP, everything. Because we believe nothing becomes meaningful, or memorable, until viewed through the lens of personal experience.

A meatball is just a manufactured food product. But turn it into a healthy, nutritious way for a busy mom to feed her family, and it’s a godsend.

The same can be said for banks, highly regulated financial institutions with parity products on one hand. But when a bank’s true purpose is revealed, and shared with authenticity and transparency, it can become a trusted partner. Or better yet, even a friend.

In today’s communications landscape, where ownership of your message is now shared with the consumer, tapping into this human spirit has never been more vital. Just look around. It’s the brands that understand this that are growing in favorability. And living out loud.

When Dove set out to “redefine beauty” it wasn’t based on a product innovation. Or buried in a mission statement. It was a powerful message, rooted in improving young women’s self esteem, and wonderfully realized in everything from documentaries to discussion guides for parents.

At CTP, we look for stories that connect in this way. Platforms that engage on the consumer’s own terms. Language, music, thoughts and imagery that feel real, relevant or inspired. We shy away from mindless boasts or cheap promises. And even lead with bare bones honesty when the situation calls for it.

Unleashing the power of the human spirit. It’s the force and messaging behind the website and positioning we are launching today. And a philosophy we practice, and live, every day at CTP. Where we look at meatballs, banks and the evolving landscape around us in a very different way.