During the time of crisis, it is not the dollars that earn you brand loyalty.
Instead, when you chose to listen, to be patient, to go out of your way, to help, to display empathy, to solve, it builds a brand name that stays forever.
When you fight against all odds to serve the customer, it tells them that they can trust you.
With their money, with their time.
Marketing in the time of crisis does not exist in the marketing department.
It exists in the customer service department.