We Need A Race | Can F1 be a Swatch?, Charles's $100 Towel, & Dashboard Dreams

Brand Formula: An F1 Marketing Podcast · May 17, 2026 · 41m

We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are in double digits and both showing up in merch. You'll figure out whose when you tune in.

The season is giving safety car energy. Races start, then stop, then there's a five week break, and all anyone has is hot takes and rumour mills. But the lull gave us something useful, because when the sport can't sustain the conversation on its own between race weekends, that is a brand positioning problem worth talking about.

So that's episode ten. F1's brand positioning. Where it is, where it needs to go, and what happens if nobody…