About three years ago I gave a tip of the hat here a day or so after Danica Patrick became the first woman to win a major open-wheel race in Japan as part of the IndyCar Series. I think it is time to pay homage her again. There might not be anyone who has a better grasp of branding than Danica Patrick. So she is deserving as a repeat Brand Champion of the Day.
The world of racing is a sea of brands. You have sponsor brands, race course brands, car brands, tire brands, team brands, series brands, and then there are the driver brands. Unlike many other sports, automobile racing and their brand champions are usually connected by personal, not organizational brands. There is a huge need to align brands. In this game, a very challenging task. A brand strategy is a must.
Like all drivers, Danica races for a team and is supported by her sponsors. For example she has raced for the Michael Andretti-led team and she is often seen as a Go Daddy Girl in television spots for her primary sponsor car sponsor. But the constant is Patrick. Next year she is apparently going full-time to NASCAR. Talk about brand world and the need to differentiate and know how best to recruit and retain brand champions. She will probably win that event too.
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