Trust, Storytelling, and the Future of Brands
•November 26, 2025
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Why It Matters
Because trust now functions as a quantifiable brand commodity, mastering authentic storytelling and the Intangents framework enables companies to command premium prices and safeguard loyalty amid AI‑driven misinformation.
Summary
The episode of the Duct Date Marketing Podcast centers on Ernie Ross, founder of Ross Rethink, and his new book *Intangents: How Human Connection Creates Value Between People, Brands, and Ideals*. Ross introduces the term “intangents” – a blend of “intangible values” and the science of human connection – as a language for brands to articulate trust, purpose, and meaning in an era where artificial intelligence can mimic but not experience genuine emotion.
Key insights from the conversation include the claim that trust has become the new brand commodity, especially as AI‑generated content blurs the line between fact and fiction. Ross cites the 2024 Edelman Trust Barometer, which shows trust at an all‑time low, yet 85% of consumers are willing to pay a premium for brands they trust. He differentiates “worth” (market price) from “value” (meaning attributed by consumers) and argues that intangible values are now more measurable because they directly influence purchasing risk and loyalty.
Notable examples illustrate these points: the $11.5 million Super Bowl spot for Dove Men’s Care that tells a father‑child story before flashing the logo, and Coca‑Cola’s decades‑long narrative of “happiness” that sells a sugary beverage by selling emotion. Ross also references the “currency of conversation” framework – relevance, credibility, and resonance – and the three‑step “pillars of purpose” process (who am I, who am I to you, how will I be remembered) as practical tools for brands seeking to embed intangents.
The implications are clear for marketers: to thrive in a landscape saturated with AI‑driven noise, brands must ground themselves in authentic storytelling, cultivate trust as a measurable asset, and adopt Ross’s Intangents methodology to translate purpose into consumer‑facing narratives. Companies that succeed will likely command premium pricing, enjoy greater resilience to crises, and differentiate themselves across cultural markets by tapping into universal human truths.
Original Description
John Jantsch talks with Ernie Ross — branding strategist, founder of Ross Rethink, and creator of the Intangence Methodology. They explore how trust, storytelling, and human connection are redefining brand value in an age of AI and skepticism. Discover why authentic storytelling drives emotional connection, how meaning creates market worth, and what the future holds for purpose-driven brands built on trust.
Today we discussed:
00:00 Introduction
00:23 Meet Ernie Ross
00:59 What Is Intangence?
04:16 Trust as Brand Currency
07:30 AI Can't Replace This
10:09 Storytelling That Connects
12:24 Ethics of Emotion
13:46 Where to Start
16:03 Questioning Reality
17:49 Intangibles Drive Value
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