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Lewis Hamilton's appeal to brands needs no explanation; his story makes him one of the few sportsmen able to publish an autobiography before his 22nd birthday.

Such is his marketability that the Vodafone McLaren Mercedes F1 team broke its own rules by allowing the star driver to sign a personal endorsement deal with Reebok. Brands love winners, but, now rubbing shoulders with the sport's also-rans, the youngest-ever F1 world champion is facing his first serious examination.

For a driver at such an early stage in his career, Hamilton has already racked up a lengthy charge-sheet. Last week, his involvement in ‘Liar-gate', which resulted in his disqualification from the Australian Grand Prix, earned him a suspended three-race ban. His move to Switzerland in 2007 in search of greater privacy- although tax was also a factor - has also distanced him from fans.

For all his previous plaudits, Hamilton may now find sympathy in short supply. In contrast, many are delighting in the success of fellow Brit Jenson Button, a driver who has more than paid his dues over the years.

Hamilton has a close relationship with McLaren Group chief executive Ron Dennis. However, as Dennis steps down, some have asked how long his protegé will remain with the team.

How can motor sport's golden boy get back on track? We asked Adam Wylie, managing partner at 23red, who works with Santander, a key sponsor of the McLaren F1 team, and Scott Garrett, a director at Synergy and a former Williams F1 marketing director.

Adam Wylie managing partner, 23red

Anyone who saw Hamilton's appearance (and remarkable drive) on Top Gear, or his mature performance on BBC Sports Personality of the Year, will know that the boy is marketing gold dust.

He's just so damn talented, charming and down-to-earth - a rare combination.

Recent events, including Hamilton's Oz transgression and his uncompetitive ride there, are temporary setbacks in what will still be a glittering career.

Formula One has an uncanny knack for attracting stories both on the front and the back pages, but this is its strength. Hamilton will have to learn to live with this, and use it to his advantage, to reach full potential.

To rave on about his prodigious skill is to miss the point. His team, sponsors and management must allow his personality to shine through.

It was his dad's mistake to duck the one-on-one triathlon challenge with Button last year. Lewis is fearless and understands it is OK to lose.

Great brands are created in highly competitive environments. Now is the time for the Hamilton brand to show its true colours.

Remedy

• Anthony Hamilton may have his son's best interests at heart, but Lewis badly needs new, dispassionate commercial management and a better publicist.
• Rivalry with Button is a good thing - it may be the making of them both.
• McLaren should permit more off-track endorsements like Reebok, or risk losing their star.
• Use the off-season to transform the Lewis Hamilton Foundation to something more tangible.
• Think sub-plot and meaty narrative - Hamilton is very polished, but don't we all love a rogue.

Scott Garrett director, Synergy

Hamilton remains a strong brand because his brand fundamentals are intact. He is a young, good-looking Brit (the UK is a big market for Formula One). He drives for a British team that is sufficiently well-funded to fight its way back to the front. He is, we must remember, the current world champion.

Yet both the Vodafone McLaren Mercedes team, and Hamilton as an individual driver, have taken an off-the-track beating: the $100m fine in 2007; numerous penalties relating to dubious on-track practices throughout 2008; the suspended three-race ban this week for lying to race stewards at the Australian Grand Prix in Melbourne. All have tested Hamilton's affinity with his fans and, by extension, his team's sponsors.

McLaren has not only broken the rules, but has also tried to cover up its failings. The deceit hurts much more than the rule-breaking.

We do not like dishonesty in our brands, whatever their strengths may be. This needs to be addressed if Lewis Hamilton is to regain and retain his place in our affections.

Remedy

• Admit culpability and move on. A full and frank apology coming personally from Hamilton will clear the decks for future brand-building.
• Be a good loser. This is how we like our sporting heroes. Jenson Button is a good role model in this respect.
• Reveal more of his personality. We like to get to know our sports stars, so that we feel like we are winning and losing with them, rather than merely observing them from a distance.
• Don't panic. A bit of a lull in a skyrocketing career such as Hamilton's is inevitable. Drive well, and it will all come good in the end.