John Paulo Cardoso

About John Paulo Cardoso

John Paulo believes that true design thinking brings meaning to the mass of needs, wants, ideas and perceptions, creating brand. ...

Posts by John Paulo Cardoso:

When is it okay to have your most loyal customers arrested?

Whether you’re a hockey fan or not, you have to admit that the Toronto Maple Leafs brand is addictively interesting.  In fact, I can’t think of a single company whose financial success has absolutely nothing to do with the quality of its product.

Ranked by Forbes Magazine as the National Hockey League’s most valuable franchise, we should be able to point to the Toronto Maple Leafs organization as a bastion of best practices, innovation and vision.  Instead, we see an organization that has fired at least two V.P.s, two assistant coaches and a head coach in the last six months and is paying at least three players millions of dollars in severance as they play for other teams.  Yet, despite its consistent underperformance as a team, the Leafs manage to pack their arena for every single game and draw Canada’s largest NHL television audience.  Is it mass hypnosis?  Is it a cult?

The latest intriguing bit of brand-building from the Leafs organization is a crack-down on Leaf fans who throw their jerseys onto the ice at the Air Canada Centre.  Not only are the jersey throwers ejected from the game they’re watching, but they’re also banned from Maple Leaf Sports and Entertainment venues for a specified period and issued a police summons.  So, to sum up, a Toronto Maple Leafs customer spends probably between one and two hundred dollars for a ticket, between one hundred and one hundred and seventy dollars for a Maple Leafs jersey and in a fit of frustration because the team is playing indifferently, throws said jersey onto the ice.

I guess my question to the Toronto Maple Leafs organization is, ‘why would you want to punish a loyal customer who is willing to give you about three hundred dollars and is already cruelly disappointed by the quality of your product?  Hasn’t he suffered enough?  Why would you not take the fan quietly aside and tell him how much you appreciate his continued patronage and abjectly apologize for the performance and attitude of his beloved team?  Why would you not give him his jersey back with the, wink wink, promise that you’ll try to do better in the future and give him a $12 beer on the house?

Someday, the curse on the Leafs will lift and the team will win a Stanley Cup.  Either that, or the blue magic spell will wear off and Leafs customers will stop caring and spend their money somewhere else.  I know which scenario I’m betting on.

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Did Target ever really come to Canada? Not according to their Mission Statement.

Leases in less than optimum locations, a weak supply chain and runaway ambition in opening 133 stores may have all ganged up to doom Target in Canada.  But, there’s one corporate failure that intrigues me even more.  Target ignored its own mission statement. ‘Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.® brand promise.’

Target must have known, before coming to Canada, that it wouldn’t be able to offer U.S. price points or U.S. selection.  It also must have known that those were the two things Canadians loved about shopping at Target south of the border.  So, here’s the $5.4 billion question… if you can’t get those two fundamental promises right, why bother coming to Canada at all?  The cheap chic appeal of Target didn’t travel well.

Maybe more than anything else, Target’s ungracious exit from Canada shines an uncomfortably bright light on the whole exercise of creating mission statements in the first place.  I think for many companies, mission statements and the accompanying brand promise are just corporate accessories that they feel are a mandatory part of a website or annual report.  Leaders and managers only seem to pay attention to them when it suits them and ignore them too often and too hastily when a shiny new opportunity arises. The result, yet another announcement in the media of a shuttered company. In this case, one that was ill-fated from the start by it’s seemingly altered promise of expect more, pay more and receive less, in Canada.

At Spyder Works, our brand promise is encapsulated in Building Business by Design®. Design, of course, referring to the thought and intention behind the creation of a new idea or direction. Whenever we are creating something for a client, we test it against that statement. Ensuring that whatever we create is single-mindedly focused on our client’s own promise to their customers.

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The Perfect Dose of Innovation

MedAvail is reshaping the future of healthcare and Spyder Works is proud to have contributed to the shaping of MedAvail.

A Canadian company with investments from large pharmacy chains, MedAvail and MedAvail’s MedCenter™ kiosk redefine and extend the reach of today’s pharmacy.

The MedCenter pharmacy kiosk allows customers to fill prescriptions quickly and easily from any location, any time, while on the go.

Says Randy Remme, Chief Technology Officer of MedAvail, “Going to market with a radical breakthrough in technology, convenience and the engagement of pharmacy customers required an understanding of the healthcare business and an intimate knowledge of customer experience. John and his team at Spyder Works brought it all to the table.”

With easy deployment into convenient locations, including hospitals, doctors’ offices, and corporate clinics, customers have ready access to their prescription medication and OTCs without having to travel to a pharmacy.

Says John Paulo Cardoso, founder and Chief Creative Officer, “In creating the brand and contributing to the design elements of the user interface for the OTC version of the MedCenter, our team looked past the technology to the positively disruptive experience for the customer. As with all of the breakthrough market launches that we work on, clarity of concept is paramount – customers need to understand and engage with ease or the opportunity will be lost.“

MedAvail’s MedCenter can be located virtually making them pharmacy’s answer to the ATM, and providing the ultimate in convenience and ease of use for the pharmacy customer.

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