Trust, Storytelling, and the Future of Brands

Overview

On this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Ernie Ross—global brand strategist, founder of Ross Rethink, and creator of the Intangence methodology. Ernie’s new book, “Intangence: How Human Connection Creates Value,” explores why the most valuable assets in business and life are intangible: trust, purpose, stories, and authentic relationships. Ernie unpacks how brands can move beyond features and benefits to create real, measurable value through meaning, connection, and purpose—even in an age of AI and eroding trust.

About the Guest

Ernie Ross is a globally recognized branding strategist, innovation leader, and founder of Ross Rethink. His agency has shaped brands, political movements, and ideologies across the Caribbean and beyond. Ernie is the creator of the Intangence Methodology and author of “Intangence: How Human Connection Creates Value Between People, Brands, and Ideologies.”

• Website: intangence.com
• Book: Intangence (available at Amazon, Walmart, Target, Indigo, and more)
• Courses: Masterclass and certification programs validated by the UN University for Peace and Ecole des Ponts

Actionable Insights

• Trust is the new brand commodity—meaning, not features, is the foundation of value in today’s world.
• Intangible value is real and measurable: what matters is not just what you offer, but what it means to people.
• AI and digital manipulation have made trust and authenticity even more precious—and more powerful to brands that consistently deliver them.
• Emotional storytelling (not just product features) connects people and creates resonance, loyalty, and forgiveness.
• Human connection can’t be faked or replicated by AI—expression, experience, and authenticity are irreplaceable.
• Purpose-driven brands start with three questions: Who am I? What is my purpose? How will I be remembered?
• Viral messaging comes from being relevant, having high regard, and resonating deeply—not from being the loudest.
• Intangible assets (brand, reputation, relationships) are worth far more than physical assets for most leading companies today.
• The universal truth: everything of value begins as something intangible—meaning, emotion, connection.

Great Moments (with Timestamps)

• 01:10 – Why “Intangence”?
  Ernie explains why the language of human connection needed a new word and framework.
• 02:13 – Trust as the New Commodity
  Why trust is now more valuable (and harder to measure) than ever.
• 04:42 – Breaking Through Fake and AI-Generated Noise
  How to show up authentically and build real trust.
• 07:49 – The Human Difference in an AI World
  Why only humans can experience, create, and value true connection.
• 10:54 – Storytelling as the Heart of Resonance
  The Dove Men’s Care example and why emotional stories beat features.
• 14:30 – Three Essential Questions for Brand Purpose
  The introspective process that reveals a brand’s universal truth.
• 16:45 – Cultural Nuance and Universal Truths
  How meaning and connection differ—and overlap—across regions.
• 18:33 – What Intangence Means for Marketing and Leadership
  Why intangible value is the foundation for building brands, movements, and even societies.

Insights

“Nothing has value unless it means something to you—intangible value is the foundation of every relationship, brand, and movement.”

“Trust is now the new brand commodity—people will pay more, forgive more, and stay longer with brands that earn it.”

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

“In a world of AI and deepfakes, authenticity and human experience are irreplaceable assets.”

“The most valuable things in business and life can’t be weighed, held, or shipped—but they are real, measurable, and transformative.”