If a brand can build a relationship with people during these periods, it'll have a much higher chance of driving better brand affinity and embedding itself into the lives of consumers for the long term.
In London today, we're going through similar life-changing circumstances and it is not going anywhere any time soon – even if we still have no idea whether we're getting a Backstop.
Brexit is causing unprecedented uncertainty.
From international trade through to direct-to-consumer retailing, there's an added element of hesitation when it comes to making a deal or completing a transaction.
Whether we view Brexit as an act of self-harm (it is) or a declaration of independence, it should be viewed by brands as a once-in-a-lifetime opportunity to communicate with an entire population as they simultaneously go through a huge life event.
Let's face it, there are more than 500 million of us (Europeans) that are all going through a 'divorce' at the same time.
However, crucial to making the most of this opportunity is confidence, and we want to make it very clear that London is open for business.
It’s still the best city in the world, and that doesn't need to change.
Nonetheless, if we want this success to continue, as PR professionals, we have an obligation to be advocating increased output when it comes to brand communications.
Being meek is not an option when fighting for share of voice with Rees-Mogg and Macron.
We may run out food, medicine and labour, Donald Trump may be our only friend, but London is still a place to people want to do business.Sean Allen-Moy, head of W Enterprise
We must be proud of the potential of London and not shy away from spelling this out to brands and consumers alike.
If we don't, we all stand to lose.
But, fortunately and unlike Rees-Mogg, Johnson and their big bus of bullsh*t, we have facts to back up our confidence.
We may run out food, medicine and labour, Donald Trump may be our only friend, but London is still a place to people want to do business.
With the same vigour and certainty that Iain Duncan-Smith harnesses to tell us everything is going to be fine despite the evidence to the contrary, we need to make it clear to clients, current and prospective, that this is the time for brands to build a reputation as reliable, secure, and a present, constant part of people's lives.
The friend that's with you through the hard times is the one you want around for the long term – unless that friend happens to be Donald Trump, in which case, you're on your own.
Sean Allen-Moy is head of W Enterprise