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Jenson Button warns against building personal brand bigger than team or sport

Jenson Button and global Mindshare boss Nick Emery

Jenson Button and global Mindshare boss Nick Emery

Formula One racing driver Jenson Button has cautioned against drivers building personal brands that are bigger than their teams’ brands.

Answering a question from Mumbrella, Button said: “I think my brand as a racing driver is in a good place. I love racing. It’s the most important thing I do.”

“But I understand that there are other things that are key to success,” said the British McLaren driver and formula World Champion.

“There is a danger of getting too big outside the sport. To win grand prix and fight for the World Championship, you need to focus on the team, not the individual,” he said.

“You need individuality in this sport, but you can’t succeed on your own.”

“Although Formula One may look like an individual pursuit from the outside, if you’re not working as a team, you won’t win the championship.”

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