So here's a story and also, an idea when it comes to #customerexperience and #Publicrelations.
The Haas F1 team has dropped its long-time leader, Guenther Steiner. Since 2016, he was the face of the team and with the coming a show that's brought attention to the sport it hasn't seen in years, he almost became the face of F1.
But this is about the new team lead and principal, Ayao Komatsu. Komatsu has been a long time team member and lead engineer.
Regardless of the reasons for the turnover, it's causing some damage to the team's reputation. The team owner, Gene Haas, doesn't have a stellar reputation amongst fans. Suddenly departing with Steiner is drawing a lot of speculation and negative emotions from fans of the sport as a whole. In short, here's your reputational and brand damage. Not great for the Haas F1 brand and a potential problem for Haas Automation, the parent company for the F1 team. Mind you, Haas Automation already has its own reputational risks as well.
For the new team lead, Komatsu - I think it's important to make a visible, positive public transition as a matter of damage control but more importantly, establish his own identity as team principal as he addresses the engineering and infrastructure challenges.
From here, he can borrow from numerous similar solutions with more public appearances, time spent with the team, changes in machine livery style, etc. There are opportunities to engage the public with experiential marketing efforts, new sponsorships, direct communication with fans and key contacts and the rest. Considering his preference for working based on data, he might harness that here, as well.
I will say that Komatsu deserves this - he's earned a shot at leading a team and applying a more #data oriented approach to design, engineering, and driving technique. It'll be tough to succeed at Haas F1, but I think he's got the ability to make it happen.
And I say this as an #astonmartinf1 fan.
Good luck and good racing, Ayao Komatsu!
Ayao Komatsu comments on his appointment as Team Principal of MoneyGram Haas F1 Team.
#HaasF1
Senior Corporate Banker no Bradesco Europa
2moSensacional