How do you decide whether to believe a message or not? As reviewed in Chapter Four of Overcome AD-versity, there are three basic components to judging a message to be credible. The receiver of the message assesses the source’s expertise, trustworthiness and motivation. To do so, you have to read between the lines and read… Read More »
Every place, person and thing has a name, mostly applied locally and then eventually agreed upon my everyone else. When the US thought of appropriating and renaming the Gulf of Mexico, it was trying to change a centuries old agreed upon name. It didn’t work. It got me thinking about how we call places and… Read More »
It is true that you have to have enough money to produce the desired commercial well. But how much is enought? We are often asked how much of the budget should be spent on production versus media. There is no simple answer but there are some clear guidelines. The cost of production is the overhead… Read More »
Names are funny things. They are the nouns of our lives. Without them there would not be language. They create expectations and label us. They become our brands. We are often asked why we named our company Calexis and what it means. The truth is, we made it up. Our business is creativity. We create brand… Read More »