Let it be clear that it is impossible to transmit every single fact instantly to every single person you want to reach. To segue those facts, we tell stories. Brands, drivers and teams included, tell stories much like us marketers. Or at least they are supposed to. They tell their stories with obligatory posts on Twitter and Facebook, sometimes with a smile during an autograph session or even in their sponsorship proposal. Often those acts are well intentioned and an attempt to communicate all the facts. But when someone ultimately confronts the idea, they will interrupt it in their own way. They will lie to themselves, creating a judgement without all the facts.