A locally developed, trademarked branding methodology called IntangienceTM has been receiving global acclamation.
The branding methodology was noted in the Harvard Business Review in France by Dr Guila Kessous, UNESCO Artist for Peace.
Writing about how intangible values are integrated into what she calls KBI’s or Key Behavioural Indicators, Dr Kessous referenced the body of work called Intangience developed by Ernie Ross of Ross| ReThink.
The IntangienceTM branding methodology developed by Ross was validated by the University for Peace established by the General Assembly of the United Nations.
It was developed by Ross into a six week certificate course of UPEACE assigned with the University and UN logos with credits on the Intangience course going towards diploma programs conducted at UPEACE.
Today, business organisations and students globally access the course in Spanish, French and English through the Centre of Executive Education of the UN established University for Peace.
Ross has been invited to present the innovative branding methodology in Paris to students of the prestigious business school Ecole des Ponts and members of the French business community.
He is also collaborating with renowned Harvard Professor Dr Tal Ben Shahar on a global initiative on Positivity and Personal Performance using Intangience as part of the framework for shifting perspectives based upon “shared intangible values.”
What exactly is IntangienceTM developed by Ross ?
In an interview with Sunday Business Guardian (SBG), Ross explained that the unique word is a portmanteau of the phrases intangible values and what he calls the science of human connection.
IntangienceTM is described by Ross as “the language of human connection spoken through shared intangible values.”
Ross professes that the three schools of thought that form the blueprint of the methodology identified as Pillars of Purpose, Currency of Conversation and Science of Human Connection, were developed not through any academic course of study but by his experiences over the years in developing brands and observing what worked in creating these “meaningful connections” with consumers.
“What is unique about IntangienceTM is that it is a step by step instructive course on how to create meaningful human connections for your brand or yourself ” Ross explained.
He describes it as a “deeply introspective process which creates an epiphanic like understanding of personal/brand identity, purpose and legacy.”
The course he says is highly engaging, entertaining and interactive and features several formats.
“IntangienceTM can be a Ted talk type introduction to the strategy or a three day workshop or a full six week course followed by a more intense Mastery in Intangience programme with one on one sessions.”
Research and examples from his own body of work and that of other major brands and businesses are used to give evidence of the theory in practice.
“This isn’t an academic exercise” Ross adds, “it is a measurable practice from which, once applied, impressive results emerge.”|
Featured on the IntangienceTM site are testimonials from the heads of major corporate sectors and professors from renown learning institutions.
“We have entrusted our key brands and global ad campaigns to the novel Intangience process. It seems to have a knack for accurately framing complex communication challenges so that the right solutions and strategies emerge,” Anthony Sabga III, CEO of the ANSA McAL Group stated in his testimonial.
“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, the founder UPEACE Centre for Executive Education, Costa Rica stated in his testimonial.
Recently IntangienceTM became the platform for a regional initiative called Pandemic of Performance conducted in collaboration with Guardian Group and professors from Harvard and Stanford.
It attracted over 2,000 registrants from across the Caribbean, United States, France and even the mid-East. The programs addressed how to be more resilient and innovative during these challenging times.
IntangienceTM has been used by a diverse range of clients of Ross | ReThink over the years from Shell to Guardian Group to Carib Brewery to Caribbean Airlines among others and has been the recipient of hundreds of international awards.
To think this all began in a tiny apartment on the corner of Mathura and Panka Street in St James in the 1980’s gives this global accomplishment a place of pride for T&T and the wider Caribbean region.
Ross | ReThink freely gifts the course to emerging brands and individuals who have lost their jobs and are looking to establish a business.
“It’s only natural that this cycle should complete itself by returning to those who need it most” Ross noted, “since it is how I began from scratch with no resources other than self belief and the hunger to succeed, quite literally, by putting food on the table.”
He said that if ever there were a time to understand how to take adversity and make it adventurous opportunities for personal and professional growth, it is now. IntangienceTM, Ross believes, will help us all in doing just that, to transform these challenging times into “a pandemic of performance.”
