The Duct Tape Marketing Podcast Trust, Storytelling, and the Future of Brands
20 snips
Oct 30, 2025 In this engaging discussion, branding strategist Ernie Ross, founder of Ross Rethink, shares insights on the role of trust in modern branding. He argues that trust is the new brand currency, as consumers are willing to pay more for brands they trust. Ross emphasizes the power of authentic storytelling, which fosters emotional connections and drives market value. He also highlights the unique human qualities that AI cannot replicate, stressing the importance of purpose-driven narratives in a skeptical world.
AI Snips
Chapters
Books
Transcript
Episode notes
Trust As Brand Currency
- Trust has become a brand commodity that drives consumer choices in an era of misinformation.
- Value is meaning and worth is what the market will pay, so meaning determines brand value.
Back Stories With Authentic Actions
- Manifest your brand's intangible value beyond advertising by supporting related movements or programs.
- Show consistent actions that align with your story to earn lasting consumer trust.
Fatherhood Ad That Became A Movement
- Ernie describes a Super Bowl ad that shows fathers and only reveals Dove Men's Care at the end.
- The campaign extended into That'sCare.com to support paternity care and proved the power of embodied purpose.
