Why do some brands become part of our lives while others disappear?
In this episode of Entrepreneur Authorities, Joe Pardavila sits down with branding expert and author Ernie Ross to explore the hidden forces that shape the way people connect with products, companies, and ideas. Ernie is the founder of an award-winning branding and innovation agency and the author of Intangience: How Human Connection Creates Value Between People, Brands, and Ideologies.
His work focuses on a simple idea: something only has value when it holds meaning for someone.
During the conversation, Ernie explains why Coca-Cola has become one of the most recognized brands in the world, why traditional advertising often falls flat, and how entrepreneurs can shift their messaging from features and functionality toward genuine emotional connection. He also shares stories from his work on political campaigns in Guyana and Trinidad and Tobago, including a classified ad that helped create a national conversation and a powerful 30-second campaign built around a melting candle.
The conversation covers:
• Why successful brands focus on meaning
• What Coca-Cola understands about human connection
• The difference between value and worth
• Why facts alone rarely persuade people
• How emotional messaging changes buying decisions
• The difference between propaganda and poignant messaging
• How to identify the business you’re really in
• Why entrepreneurs should view their company through the customer’s perspective
• The economic opportunities emerging across the Caribbean
Ernie also shares a practical exercise from Intangience: ask what you’re offering your customer beyond the basic function of your product or service.
Chapters
00:00 Introduction
00:54 Why meaning creates value
01:45 Growing up in Guyana under a dictatorship
02:36 What scarcity teaches us about value
03:07 Why messages need to resonate
03:43 What Coca-Cola really sells
05:41 How Coke created a brand built around connection
06:54 How Coca-Cola became associated with Christmas
07:17 The challenge of telling an emotional story
08:00 The pillars of purpose
10:16 The difference between value and worth
11:43 Why advertising fails
13:01 How framing changes perspective
15:11 The flower shop example every entrepreneur should hear
17:07 Propaganda versus poignant messaging
20:12 The broken mirror lesson
21:42 Building political campaigns that connect emotionally
22:31 The classified ad that went viral
25:28 A campaign that helped change Guyana
28:22 The overlooked business opportunities in the Caribbean
32:00 The first exercise entrepreneurs should take from Intangience
32:43 Final thoughts
