Former children’s show performer helps businesses, nonprofits tell their stories


By Heather Collins

To Thaddeus Rex, the Science of Charisma is like a song.


Through his work, Rex helps develop a voice and message for the City of Carmel, CarmelFest and various other organizations, and it all started with using his own voice to motivate children to get excited to read.

Rex is co-chair of the marketing committee for CarmelFest, district membership chairman and assistant public image coordinator for the Carmel Rotary Club and CEO and founder of the Science of Charisma.

Rex started off as professional touring musician and performed his own children’s show, Read like a Rockstar, throughout the nation for 10 years. Rex said the students enjoyed the shows and would go home begging for books.

Around the same time, he started working on a research project for his local Rotary Club and realized he had struck a chord when it came to fostering intrinsic motivation amongst individuals, organizations and businesses.

So in 2010, Rex started Science of Charisma. He teaches companies how to tell a compelling story through branding, helps train teams how to talk about their company and helps companies discover how to keep the brand’s messaging in perfect harmony throughout all facets of the organization.

Rex compares a brand to a song.

“The brand is the chorus of the song,” Rex said. “Each verse helps the [chorus]resonate a little a more, and a great brand does the same. And it only works if every employee interaction and touchpoint is supporting the same chorus.”

Rex has worked with Australian Gold and Butterball as well as herbal supplement, technology and application companies and accounting and professional service firms. He has given keynote addresses to the National Print Owners Association, the American Advertising Federation, the Society of Human Resource Managers and the Association for Women in Communication.

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