Beyond the functional benefits of products and services lies a realm of emotional connections where true brand value emerges. This is the domain of Intangience—the science of how intangible values create meaningful human connections. In this groundbreaking book, Ernie Ross shares his award-winning methodology that has transformed political campaigns, rescued failing businesses, and created resonant messaging for global brands.
In Intangience, award-winning strategist Ernie Ross reveals the hidden language that drives human connection, decision-making, and perceived value. Drawing from decades of experience creating transformative campaigns for global brands and political movements, Ross introduces a revolutionary methodology that explains why emotional connections matter more than features or facts.
Through compelling stories—from converting gang leaders through basketball to rescuing a national brewery from foreign competition—Ross demonstrates how understanding intangible values creates resonant messaging and authentic engagement. The book introduces three powerful frameworks: Pillars of Purpose (introspective questions that reveal core values), Currency of Conversation (principles for creating shareable messages), and the Science of Human Connection (techniques for amplifying impact).
Whether you're building a brand, leading an organization, or seeking greater meaning in your personal life, Intangience provides practical insights for creating connections that transcend rational thinking and inspire lasting loyalty, conviction, and impact.
