While Max Verstappen may be the best driver on the Formula 1 grid today, he has not always been the most liked. So how did he end up as my entry to the nice list for 2024? As an avid F1 fan, I can tell you that Verstappen himself hasn’t really changed, rather it’s the circumstances around him that have moved him to the nice column.

What’s Changed?

He’s just not winning as much anymore. The only thing F1 fans hate more than their team or driver not winning is the same team and driver winning all the time – a la Verstappen! Many greats have been in this position, from Lewis Hamilton to Sebastian Vettel, and all have subsequently been loved after their dominance ended. Ironically, before his ascendance to the top, Max was well-liked, revered for his youth and raw talent; the new kid on the block shaking up the established order.

It was his sustained dominance that brought on the nay-sayers; transforming him into a brand people loved to hate. If winning 15 out of 22 races in 2022 was not enough, Verstappen went on to win a whopping 19 of 22 races 2023. But in the 2024 season he was anything but dominant. He only won 9 out of 23 races last season, and only 2 in its second half.

What Does the Data Say?

This slump led to a sudden vibe shift around his brand in 2024. The change was so big this year that we clearly saw it in our data. According to BAV’s syndicated data, the Max Verstappen brand was 15% more LOVED than it was in 2023, equaling Lewis Hamilton. Verstappen is now also in the top 10% of the most CHARMING brands in culture; a stark contrast to 2023 when he was in the bottom 5%.

Why Should CMOs Care?

Look at the numbers - Verstappen's was 15% more LOVED just by winning less. That's the thing about brands - sometimes what's happening around you matters more than what you're doing.

When does market leadership start to feel like market domination?

Smart brands monitor these sentiment shifts and adjust their narrative accordingly, because sometimes being a bit less perfect can make you a lot more popular.

 

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Author: Tanay Sharma
Manager, Strategy and Insights

Tanay, who joined BAV Group in 2020, is fascinated by the role brands play in shaping businesses, consumer behavior, and culture at large, and works with clients to help them leverage quantitative and qualitative insights to craft purposeful brand strategies. Prior to joining BAV, Tanay worked in advertising and strategy roles at Snapchat and Ogilvy, where he helped brands establish relevance and tell compelling stories.

Tanay is a graduate of New York University with B.A in Economics and a minor in the Business of Entertainment, Media, and Technology. In his spare time, he loves to travel and explore different experiences and cultures.

Connect with Tanay on LinkedIn.

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Opinion Party (Vol 4): Naughty or Nice
This article is from the fourth volume of "Opinion Party" from BAV Group, a collection of points-of-view  from our brand experts, focused on exploring what it means to be a naughty or nice brand and which brands landed on which list this year.