With over 15 years of strategic planning and brand management experience, Katheryn Orr is an expert in designing human-centered, data-informed solutions to drive business growth.
Visa Cash App RB Formula One Team has just revealed its livery design at a launch event in Las Vegas, but fans are still struggling to come to terms with a new name that's as confusing as it is difficult to say. Below, Kathryn Orr, strategy director at Designit, picks apart what went wrong with what could be the
However, arguably, the ground for this success was set all the way back in 2017 with the sports, at the time, divisive, rebrand. Against this backdrop of how far a successful rebrand can carry you, we’ve just seen the polar opposite take place, this time with one of F1’s very own teams. But why? Why did this name rub fans the wrong way? Despite a wealth of corporatist names in its past, F1 fans are still sports fans and seek to connect with teams, not brands. Fans tolerate a certain level of corporate influence, but three brands in one title is a bit much – even for F1. This rebrand is what happens when there’s a disconnect between corporate interests and brand identity.
The evolution of Visa Cash App RB F1 TeamMinardi > Toro Rosso > AlphaTauri > Visa Cash App RB pic.twitter.com/s0OXP2IAQHSummed up in a sentence, the reason this failed was an ignorance of fans' wants and desires. Despite being a mouthful, the name itself is just one element of a brand. The surrounding elements, what they stand for, why they exist, and why fans should care, were all missing. There was nothing to appeal to the fans emotionally.
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