# Monaco GP | Mercurial Monaco & Brand Kimi

Page: https://stenobird.com/podcast/brand-formula-an-f1-marketing-podcast-7759632/monaco-gp-mercurial-monaco-brand-kimi
Text version: https://stenobird.com/podcast/brand-formula-an-f1-marketing-podcast-7759632/monaco-gp-mercurial-monaco-brand-kimi.md
Podcast: [Brand Formula: An F1 Marketing Podcast](https://stenobird.com/podcast/brand-formula-an-f1-marketing-podcast-7759632)
Published: 2026-06-08T18:42:44+00:00
Episode link: https://shows.acast.com/brand-formula-an-f1-marketing-podcast/episodes/6a270d24401089d02d6055e2
Audio file: https://sphinx.acast.com/p/open/s/69b09192a1c9931634d498e7/e/6a270d24401089d02d6055e2/media.mp3
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JSON: https://stenobird.com/v1/public/podcasts/brand-formula-an-f1-marketing-podcast-7759632/episodes/monaco-gp-mercurial-monaco-brand-kimi
Duration seconds: 2165

## Resource

We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are one dozen episodes deep, recording straight off the back of a Monaco that gave us everything. Chaos, strategy, red flags, DNFs, speed penalties, Lewis and Toto on a podium, and a 19-year-old winning five in a row at a race that hadn't seen an Italian winner since before he was born. Monaco was Mercurial. We open on the race itself, Kim Kardashian handling the paddock with grace, Charles Leclerc committing to Ferrari for the long haul at his home race, and Toto Wolff stepping onto a podium for the first time in a decade. That last one said more than any press release could. Then we get into Brand Kimi. We break down the three pillars quietly building one of the most compelling driver brands on the grid right now, and why what makes it special is almost entirely what Kimi is not doing. He goes dark on social during race weekends. He doesn't chase sponsorships. He didn't build his brand. People built it around him, starting with a Netflix documentary that began shooting before he ever turned an F1 lap. And now he is five wins in and leading the championship at 19 years old. We talk about the worker athlete racer pillar that earns him respect from Lewis and Max in a way we genuinely have not seen between those two before. The youthful playfulness and humility that a sport full of managed personas keeps trying to sand down in its younger drivers. And the Italian identity pillar that makes him a brand ambassador for an entire country whether F1 knows what to do with that or not. Spoiler: they left him off the Imola poster. We also get into what it means that the people telling the best brand stories in F1 are increasingly the ones running the teams. Bradley Lord going from chief communications officer to…

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## Transcript

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