{"id":14681,"date":"2025-06-23T09:31:35","date_gmt":"2025-06-23T09:31:35","guid":{"rendered":"https:\/\/desassossego.pt\/?p=14187"},"modified":"2026-09-19T18:52:30","modified_gmt":"2026-09-19T18:52:30","slug":"what-formula-1-teaches-us-about-brand-positioning","status":"publish","type":"post","link":"https:\/\/desassossego.pt\/en\/o-que-a-formula-1-nos-ensina-sobre-posicionamento-de-marca\/","title":{"rendered":"What Formula 1 teaches us about brand positioning"},"content":{"rendered":"
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For years, Formula 1 was a sport for enthusiasts of motor racing, technical regulations and high-octane races. But what was once the almost exclusive preserve of loyal fans has, in recent years, become a global phenomenon.<\/p>

How?<\/strong> The answer lies in F1\u2019s strategic repositioning \u2013 and there is much we can learn from it!<\/p>

The mistake many brands make: speaking only to those who already know them<\/strong><\/h4>

It\u2019s a common mistake: brands that only communicate with their existing following. They create content for their loyal followers. They cater to those they\u2019ve already won over. But they forget a fundamental truth: if your brand isn\u2019t attracting new audiences, it\u2019s stagnating.<\/p>

A brand\u2019s growth comes not only from nurturing its existing community, but also from expanding it. And this requires targeted, relevant and emotionally engaging communication aimed at those who are not yet familiar with the brand.<\/p>

Formula 1 realised this and took action<\/strong><\/h4>

For years, F1 faced a challenge: it was perceived as a confusing, technical, rather exclusive sport and, to some, even boring. So the brand decided to change the game.<\/p>

How?<\/strong> By telling a different story. Instead of focusing on engines, rules or technical details, they focused on the people.<\/p>

The right move: F1 as entertainment rather than as a sport<\/strong><\/h4>

The series Drive to Survive<\/em>, from Netflix, was the first step. It created an emotional narrative, focusing on the rivalries between drivers, behind-the-scenes team dynamics, human dramas, pressures and victories. A \u201creality show\u201d with racing cars and drivers as the backdrop.<\/p>

It worked so well that a film with the same aim is also due out soon: to continue positioning Formula 1 as entertainment and a lifestyle, rather than just a niche sport.<\/p>

The results speak for themselves<\/strong><\/h4>

Following this strategic repositioning, the figures soared:<\/p>

\u2013 Global audience growing rapidly<\/p>

\u2013 New fans of different ages, genders and cultures<\/p>

\u2013 F1 has come to be seen as a lifestyle rather than just a competition<\/p>

What have we learnt from this?<\/strong><\/h4>

A brand\u2019s true positioning lies not in what it sells, but in how and to whom it communicates.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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And what about your brand \u2013 are you presenting your product or service from the right angle? Are you telling a story that appeals to those who aren\u2019t yet part of your audience? Are you repositioning yourself to grow?<\/p>

Brands that stick to what they already have stay where they are. Those that dare to reposition themselves pave the way for growth.<\/p>

\ud83d\udc49 If you\u2019re ready to rethink your positioning and communicate effectively, get in touch. We create strategies that connect brands with people.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tGet in touch with us so we can reposition your brand<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Durante anos, a F\u00f3rmula 1 foi um desporto para apaixonados por motores, regras t\u00e9cnicas e corridas intensas. Mas o que era um territ\u00f3rio quase exclusivo de f\u00e3s leais tornou-se, nos \u00faltimos anos, um fen\u00f3meno global.<\/p>","protected":false},"author":2,"featured_media":14702,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"class_list":["post-14681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/posts\/14681","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/comments?post=14681"}],"version-history":[{"count":4,"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/posts\/14681\/revisions"}],"predecessor-version":[{"id":27962,"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/posts\/14681\/revisions\/27962"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/media\/14702"}],"wp:attachment":[{"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/media?parent=14681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/categories?post=14681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/desassossego.pt\/en\/wp-json\/wp\/v2\/tags?post=14681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}