Opinion: The new golden rule in marketing (spoiler: it's not about you)

In the past few weeks, brands have been stumbling over each other to put out commercials, email blasts and social posts as they try to adapt to the current COVID-19 crisis in real time. In truth, they will likely be forgiven for the sometimes cringe-inducing but well-intentioned ads, along with the maze of announcements around grants, support programs and fee waivers, as these are all in the name of trying to do good.