Delivering brand disruption, one order at a time

As COVID and the economic meltdown grind on, we're seeing yawning market chasms emerge that are ripe for brand disruption. 

One of the most glaring is the massive gap between 'big' retail and, well, all other merchants. 

The poster child for big retail is Amazon. Granted, the giant has delivered an excellent product for these strange times, enabling us to do our shopping from the hunkered-down safety of our homes. But when you contrast that with the crippling effect the shutdown has had on local merchants - 35% of whom are expected to never emerge from the enforced closure - you see that we're losing something important here. Local retail is what makes our cities dynamic and vibrant. They stitch our community together. What's more, they're a critical piece of our financial ecosystem: the dollars we give them are recycled back to the rest of us. 

The last thing we need at moments like these are maudlin, overwrought commercials from big corporations reminding us how much they care about frontline workers. Spare me. 

What we do need are new brands that take advantage of the disruption to deliver new business models, fill niches, and even give some of the most hard-hit businesses a leg up. That's the sort of stuff I cheer for.

A few weeks back, I was introduced to the founder of one of those new brands. Gabriel Cornejo of Delovery.  I loved the business so much I immediately volunteered to help them with their brand positioning work. And I invited Gabriel on my podcast. His story definitely deserves to be told. 

Over the course of our podcast, we covered the inspiration behind Delovery, Cornejo's philosophy of service and social sustainability, and even the brass tacks of how Delovery would deliver the goods. 

Enjoy!

If you enjoyed this podcast, you'll probably like these as well:

• Doing a successful pandemic brand pivot
• In disruptive times, you need outsider marketing

Want to avoid big brand mistakes? Download my book Stop Busting Your Brand. 

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