The good thing about any crisis, is that it creates space. Weaker competition is going down and their market share is becoming available.
But: only the “most desirable brand” is going to profit from the decline of competition. If corona creates a new sense of “contingency” (meaning: death and disease is again imaginable, but also a healthier world and social justice), it also creates a growing need for those relevant attitudes.
From a brand perspective, this doesn’t mean you should add some purpose driven marketing to your marketing mix. It means you can be a little less thoughtful with your strategic brand narrative if you are already standing on the right side of history (if your business model offers health/renewable energies or social impact). Then you just need to get your meal out there as long as it’s hot!
But if your business is: travel, consumer tech or transportation: think about how to compensate, change or charge your identity with socially more accepted elements.