The Science of Human Connection
Purpose I Branding I Connection
Let your brand speak the language that’s changing the world
Build your purpose-driven brand with this award-winning methodology in 2 days.
Intangience: Purpose-Driven Branding
Time commitment: 2 days
Dates: 11 & 12 April 2024
Price: €850
Location: Ecole des Ponts Business School, 75012 Paris
Let your brand speak the language that’s changing the world
Build your purpose-driven brand with this award-winning methodology in 2 days.
Intangience: Purpose-Driven Branding
Time commitment: 2 days
Dates: 11 & 12 April 2024
Price: €850
Location: Ecole des Ponts Business School, 75012 Paris
Course Description
Intangience™ is an award-winning methodology that is used to create purpose-driven brands that truly resonate with their audiences. As a methodology, Intangience™ was developed by dissecting the techniques used by the world’s most influential brands and transforming them into a proprietary process for purposeful brand development.
The course guides participants on how to better define their business and brand by developing a deep understanding of the way in which the customer places value upon any purchase through the meaning it has to them. This redefining process is key to identifying opportunities and developing effective communication strategies.
With the direct guidance of the creator of Intangience™, Ernie Ross, participants will come out of this course having created and/or reinvigorated their own compelling brand story, centered around purpose and shared human values.
Course Description
Intangience™ is an award-winning methodology that is used to create purpose-driven brands that truly resonate with their audiences. As a methodology, Intangience™ was developed by dissecting the techniques used by the world’s most influential brands and transforming them into a proprietary process for purposeful brand development.
The course guides participants on how to better define their business and brand by developing a deep understanding of the way in which the customer places value upon any purchase through the meaning it has to them. This redefining process is key to identifying opportunities and developing effective communication strategies.
With the direct guidance of the creator of Intangience™, Ernie Ross, participants will come out of this course having created and/or reinvigorated their own compelling brand story, centered around purpose and shared human values.
Course Instructor
Having grown up in one of the poorest countries in the Western Hemisphere under the rigorous conditions of a dictatorial regime, one might be inclined to think Guyana had nothing to teach anyone about branding and advertising. Somehow, though, Ernie Ross used his early experience under those conditions to develop unique perspectives on the difference between what he defines as propagandist and poignant messaging.
It was all the beginning of what was a long journey for Ernie in the world of communications that would see him establish one of the most successful branding and innovation agencies in the Caribbean region with the accolade of having received several hundred international awards.
Over the years Ernie developed a trademarked branding methodology called Intangience™ used successfully by diverse, major global brands from finance to energy to breweries.
Course Instructor
Having grown up in one of the poorest countries in the Western Hemisphere under the rigorous conditions of a dictatorial regime, one might be inclined to think Guyana had nothing to teach anyone about branding and advertising. Somehow, though, Ernie Ross used his early experience under those conditions to develop unique perspectives on the difference between what he defines as propagandist and poignant messaging.
It was all the beginning of what was a long journey for Ernie in the world of communications that would see him establish one of the most successful branding and innovation agencies in the Caribbean region with the accolade of having received several hundred international awards.
Over the years Ernie developed a trademarked branding methodology called Intangience™ used successfully by diverse, major global brands from finance to energy to breweries.
Build your
brand legacy
Teaching Methodology
Experiential Learning:
Group Work:
Case Studies:
During the course, students will dissect, and then develop their own brands (product or company) using the Intangience methodology. Everything that they will create during the course will be directly applicable to their professional lives.
Students are encouraged to attend this course in small groups of 2-4 people from the same organization for the most effective outputs. However, solo students are welcome and will benefit from regular discussions and activities that will mix the organizations present.
Students will learn and discuss how the Intangience™methodology has been used by leading international brands and gain insight into how Ernie Ross has used this methodology to transform brands and client relationships throughout his career.
Teaching Methodology
Experiential Learning:
During the course, students will dissect, and then develop their own brands (product or company) using the Intangience methodology. Everything that they will create during the course will be directly applicable to their professional lives.
Group Work:
Students are encouraged to attend this course in small groups of 2-4 people from the same organization for the most effective outputs. However, solo students are welcome and will benefit from regular discussions and activities that will mix the organizations present.
Case Studies:
Students will learn and discuss how the Intangience™methodology has been used by leading international brands and gain insight into how Ernie Ross has used this methodology to transform brands and client relationships throughout his career.
Course Breakdown
After the Intangience™ course, you will be able to:
- Differentiate your brand in a way that is authentic, trustworthy and that resonates with engaged consumers
- Develop and articulate a brand architecture based on your consumer’s core human values
- Present your brand in a way that creates an emotional connection with consumers
- Design a viral campaign that makes a far-reaching conversation with your consumers
- Leverage your brand for the advancement of a larger societal purpose
What is included:
- Interactive training session
- Case studies
- Knowledge check questions
- Project-based learning
- Transferable tools & frameworks
- Peer learning and feedback
What is included:
- Interactive training session
- Case studies
- Knowledge check questions
- Project-based learning
- Transferable tools & frameworks
- Peer learning and feedback
Course Breakdown
After the Intangience™ course, you will be able to:
- Differentiate your brand in a way that is authentic, trustworthy and that resonates with engaged consumers
- Develop and articulate a brand architecture based on your consumer’s core human values
- Present your brand in a way that creates an emotional connection with consumers
- Design a viral campaign that makes a far-reaching conversation with your consumers
- Leverage your brand for the advancement of a larger societal purpose
The goals of the Intangience ™ courses are…
1) To upskill professionals looking to accelerate their brand value through rich storytelling and meaningful public discourse
2) To help organizations leverage their brand to drive purposeful change in an authentic and tangible way
The goals of the Intangience ™ courses are…
1) To upskill professionals looking to accelerate their brand value through rich storytelling and meaningful public discourse
2) To help organizations leverage their brand to drive purposeful change in an authentic and tangible way
Who is this course for?
COMPANY TEAMS
We encourage participants to attend in multi-disciplinary teams of 2-4 people. Dissecting and developing a brand through the Intangience™ course helps teams speak the same language and gain a better understanding of their organization’s goals, values and desired positioning, all the while limiting cognitive dissonance. Whether it is for a product or company brand, we encourage teams to include at least one decision-maker and members representing branding, sales, marketing and/or product teams.
PROFESSIONALS
While we do encourage teams, we welcome solo attendees who want to deepen their knowledge of branding. Consumers are demanding more from their brands. Beyond the product or service they provide, consumers want brands that embody human and societal values. Professionals from marketing, branding, product design, and sales, as well as founders, can proactively upskill through this course to create a brand resonance that can meet the growing consumer needs in an authentic and meaningful way.
Testimonials
“Intangience™ captures the essence of what we, as humans, value; It is that which gives a thing its value, whether a product, a relationship, or an organization. Learning to speak the language of Intangience™ can help us flourish as we lead a happier, more meaningful, and more connected life.”
- Dr. Tal Ben Sahar -
Best-selling author on Happiness, Former Harvard University Professor, Positive Psychology
“Intangience™ allows participants to build a deep appreciation of how human beings are essentially emotional rather than rational beings. This powerful insight is critical to anyone who needs to promote their organization, services, or products. My personal experience is that understanding the principles of Intangience™ has made the world of difference in my ability to communicate the story of the UPEACE Centre for Executive Education.”
- Mohit Mukherjee -
Founder, UPEACE Centre for Executive Education, Costa Rica
I was so impressed by the results of the Intangience™ branding methodology, I took the decision to immerse all senior members of staff in it across all territories in which we operate.”
- Ravi Tewari -
Group Chief Executive Officer, Executive Director, Guardian Group