brand expression

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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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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Delivering on Your Brand’s Promise?

Being a Leader

Getting the most from employees starts with giving them what they need. This doesn’t include a chorus of Kumbaya and a round of group hugs but it does mean investing time and energy into understanding them. And here’s the amazing thing that happens when you invest time in your employees, it pays dividends.

Harvard Business Review has indicated that highly engaged employees, on average, are 50% more likely to exceed expectations than the least-engaged. And companies with highly engaged people outperform firms with the most disengaged folks – by 54% in employee retention, by 89% in customer satisfaction and fourfold in revenue growth.

And here’s the other amazing benefit of working to ensure your employees are engaged. Employees nowadays are looking for more than just a j-o-b. They are looking for an experience. And not just any old experience. They want something meaningful. And so do customers. Disney Institute and McKinsey Company recently released a report indicating that companies that focus on giving their customers a consistently exceptional experience enjoyed a 2 percentage point advantage over their peers in revenue growth and an increase in employee satisfaction and engagement of 30 percent.

And while not every company has the resources to be able to offer programs like giving employees time to work on creative projects of the employee’s choosing, I’d like to believe that every company can invest in attracting and developing strong leaders to drive employee engagement.

How do you make this happen in your organization? It starts by opening your mind, looking at things with a fresh set of eyes and asking questions. The innovators will look for better ways to do things and those brave enough will take action.

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