HOW NOT TO BRAND A FORMULA ‘E’ CAR…

SPEED, BRANDING, SPORT ONLY IT WAS CARS — NOT PLANES

Here we are in the UK, watching the fifth week of The Apprentice where the teams had to market a new racing car for Formula E and tempt brands to invest millions of pounds to put their logos on panels on these demons of speed.

A 4am call had the candidates getting ready to meet Lord Sugar at Battersea Power Station (now trendy ecohomes) to be given their brief. The aim was to create a vision around a…