Why I started BreadCrumbs
After spending just over a decade working in the academic and corporate space with a focus on communication and marketing strategy, I started to develop a real passion for behavioural change. This was heightened during my time at Discovery Vitality, a world leader in the application of behavioural economics in financial services and health.
I realised that as important concepts like product design and UX journeys are when it comes to business, a big part of ‘selling’ your concept is through the messaging — how it’s framed, what wording is used — so a combination of semantic, syntactic and phonetic elements to drive home what it is you’re trying to tell your consumer.
On any given day, we make roughly 40 000 decisions: where to buy groceries from, which brands of food to buy, where to go for our next meal out, what choices to make from the menu, what apps to download, and tens of thousands more. These choices are often made quickly and subconsciously. By understanding behavioural psychology, brands are able to significantly improve consumer decision-making towards their products.
This is where BreadCrumbs comes in.
BreadCrumbs is South Africa’s only Behavioural Linguistics™ firm and we combine sociolinguistics, psychology and behavioural science to create personalised and persuasive communication.
A big part of what we do is tied to linguistic methodologies and audience segmentation insights and through this we developed our new framework for content development — Behavioural Linguistics™ — which has applications across all industries for affecting behavioural change using communication.
My firm holds a core belief that compelling content is a powerful way to change behaviour and with BreadCrumbs, we help businesses personify their brand and nudge their consumers towards meaningful action — whether that is to drive leads and sales, build brand affinity or persuade someone to adopt a particular point of view.
Let’s get nudging!
<<Insert nudge here>>
