Trust, Storytelling, and the Future of Brands

Overview

On this episode of the Duct Tape Advertising Podcast, John Jantsch interviews Ernie Ross—international model strategist, founding father of Ross Rethink, and creator of the Intangence methodology. Ernie’s new e-book, “Intangence: How Human Connection Creates Worth,” explores why probably the most worthwhile property in enterprise and life are intangible: belief, objective, tales, and genuine relationships. Ernie unpacks how manufacturers can transfer past options and advantages to create actual, measurable worth by means of that means, connection, and objective—even in an age of AI and eroding belief.

In regards to the Visitor

Ernie Ross is a globally acknowledged branding strategist, innovation chief, and founding father of Ross Rethink. His company has formed manufacturers, political actions, and ideologies throughout the Caribbean and past. Ernie is the creator of the Intangence Methodology and creator of “Intangence: How Human Connection Creates Worth Between Folks, Manufacturers, and Ideologies.”

• Web site: intangence.com
• Guide: Intangence (accessible at Amazon, Walmart, Goal, Indigo, and extra)
• Programs: Masterclass and certification packages validated by the UN College for Peace and Ecole des Ponts

Actionable Insights

• Belief is the brand new model commodity—that means, not options, is the muse of worth in right this moment’s world.
• Intangible worth is actual and measurable: what issues isn’t just what you provide, however what it means to individuals.
• AI and digital manipulation have made belief and authenticity much more valuable—and extra highly effective to manufacturers that persistently ship them.
• Emotional storytelling (not simply product options) connects individuals and creates resonance, loyalty, and forgiveness.
• Human connection can’t be faked or replicated by AI—expression, expertise, and authenticity are irreplaceable.
• Function-driven manufacturers begin with three questions: Who am I? What’s my objective? How will I be remembered?
• Viral messaging comes from being related, having excessive regard, and resonating deeply—not from being the loudest.
• Intangible property (model, status, relationships) are price excess of bodily property for many main corporations right this moment.
• The common reality: the whole lot of worth begins as one thing intangible—that means, emotion, connection.

Nice Moments (with Timestamps)

• 01:10 – Why “Intangence”?
  Ernie explains why the language of human connection wanted a brand new phrase and framework.
• 02:13 – Belief because the New Commodity
  Why belief is now extra worthwhile (and more durable to measure) than ever.
• 04:42 – Breaking By Pretend and AI-Generated Noise
  present up authentically and construct actual belief.
• 07:49 – The Human Distinction in an AI World
  Why solely people can expertise, create, and worth true connection.
• 10:54 – Storytelling because the Coronary heart of Resonance
  The Dove Males’s Care instance and why emotional tales beat options.
• 14:30 – Three Important Questions for Model Function
  The introspective course of that reveals a model’s common reality.
• 16:45 – Cultural Nuance and Common Truths
  How that means and connection differ—and overlap—throughout areas.
• 18:33 – What Intangence Means for Advertising and Management
  Why intangible worth is the muse for constructing manufacturers, actions, and even societies.

Insights

“Nothing has worth except it means one thing to you—intangible worth is the muse of each relationship, model, and motion.”

“Belief is now the brand new model commodity—individuals can pay extra, forgive extra, and keep longer with manufacturers that earn it.”

“Storytelling creates human connection and resonance, even when merchandise themselves are undifferentiated.”

“In a world of AI and deepfakes, authenticity and human expertise are irreplaceable property.”

“Essentially the most worthwhile issues in enterprise and life can’t be weighed, held, or shipped—however they’re actual, measurable, and transformative.”