Absurdly Driven usually looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Brands don't want you to forget them. Ever.
Yet at a time like this, they're not always -- often, even -- adept at attracting attention for the right reasons.
Some want to leap up and down or at least do something (they think is) clever and say look at me. Some want to appear to be heroes.
This is neither wise nor, frankly, productive.
Last week, I wrote about the difference between how McDonald's and Burger King initially approached the Covid-19 crisis.
The former marketed a graphic separation of the its arches, a clear attempt at winning creative awards rather than hearts. Burger King began by offering tangible help to communities, rather than instantly leaping to charming ads.
Here's another example of how Burger King instinctively thinks about customers and what they're going through. Yes, it's coupled with a little marketing, but you can't doubt that the idea was inspired by thinking about customers.
This comes from the chain's Spanish arm. Spain has been among the countries worst hit by the Coronavirus.
Yet some of the chain's customers are doing everything they can to ensure essentials such as food and groceries get to their destinations. They're called truck drivers.
So, to help them as they work absurdly long hours driving up and down Spain's roads, Burger King had an idea.
Currently, Burger King Spain is only allowed to do home delivery, as the country is under a very strict shelter-in-place order.
Truck drivers are working unreasonable hours, so the chain is inviting them to open its app and designate their truck as their home.
That way, Burger King can deliver food to that truck wherever it's parked.
"We know it's not like having dinner with your loved ones," says Burger King. "But we hope this will make the journey home a little easier."
Someone, somewhere, stopped to consider what some customers are going through and created this wonderfully thoughtful gesture, another example of giving something first.
It isn't the first time Burger King has stopped to think about its customers' woes.
Before Coronavirus came along, the chain's Mexican arm created a special delivery service for those customers stuck in Mexico City's notoriously painful traffic.
It's true of marketing in good times, but it's especially true of marketing now.
Thinking hard about your customers' current state of mind should be where your every idea starts.