Brand founder's success principles breakdown from @davidkylechoe

The creator introduces his 'Behind the Brand' series and presents a case study on Gentle Monster, a $2 billion eyewear company. He attributes its success to the founder's principles, promising to reveal the top three, and begins by explaining the first principle: the core belief that 'newness is everything' and the formula used to achieve it.

Creator: @davidkylechoe on Instagram

Video format

Greenscreen Talking Head

Video outline

  1. State massive achievement
  2. Introduce subject & prove relevance
  3. Promise a ranked list of secrets
  4. Reveal and explain first secret
  5. Distill secret into a formula

Narrative framework

The Founder's Formula

Narrative framework logic

Deconstructing a complex success story into a ranked list of a founder's core principles, presented as actionable secrets and distilled into memorable formulas.

Topics: Brand Strategy, Business, Entrepreneurship, Fashion

Concepts: Case Study Breakdown, Breakdown, Origin Story

Formats: Greenscreen Talking Head

Elements: B-Roll Cutaway, Title Text Hook, Text Overlay, Series Title Card

Account types: Personal Brand

Transcript excerpt

This founder built a $2,000,000,000 business with the single concept of newness. Welcome to behind a brand, which is a series that uncovers the founder principles that become unfair advantages of outlier businesses. Today, we're talking about Gentle Monster. Gentle Monster is a South Korean hour company with over 40 global locations and doing over $500,000,000 USD a year. Gentle Monster's meteoric rise did not happen by accident. Actually, they were well intended by Kim Hongkook's intention and outlier beliefs that have created this brand that so many love today. Here are the three most important principles that Kim Hongook used to build Gentle Better. And number three is by far the most important. The first principle is that Kim Hongook believes that newness is everything and the only thing. He has this core belief that consumers buy no because of some new product line. They only buy and they only consume because they feel newness. He actually has a formula about this idea, which is belief minus interpretation equals newness. And what this formula says is that the brand or the producer has its better.

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