Ideas
Ideas are a information structures that emerge and are supported by groups of people. Human beings instinctually value ideas that hold us together. Ideas share by groups of people (e.g. "belief systems") are ultimately what define a society.
Ideas are activated in our associated memory, the "System 1" thinking defined in Behavioral Economics as our intuition, automatically, quickly, and involuntarily generates impressions, feelings, and inclinations with as little effort as possible by creating coherence and causality. "We are born prepared to perceive the world around us, recognize objects, orient attention, avoid losses".
Ideas are tested by reasonable assessments from our much lazier "System 2" thinking, interweaving of inductive and deductive logic in order to validate (or invalidate) them against one’s existing body of knowledge, and in doing so, make a rational assessment about what is “known.”
Owned ideas become an intangible brand asset.