My horse did the same thing. By a miracle, I found the she liked the inside of her ears rubbed with my thumb. Puts her to sleep. That was her "honey" spot. She still doesn't like the outside of ears rubbed though. Weird, huh?
Well last night I saddled him and was trying to get the bridle on, and put y arm right between his ears and he was fine the second time and I rubed the inside of his ears and he was fine for a bit but hated when I threw the bridle on to ride, and on the ride he acted up a bit but I can reach his face easy and rubbed it and he seemed mad but let me.