Greenscreen brand strategy case study from @davidkylechoe

Video format

Greenscreen Talking Head

Video outline

1. State massive unconventional success
2. Prove success with rapid stats
3. Pose industry paradox question
4. Reveal core strategic philosophy
5. Translate philosophy to tangible examples

Narrative framework

The Unconventional Success Deconstruction

Narrative framework logic

Analyzing a highly successful entity by contrasting its massive scale with its humble or unconventional origins, then breaking down the specific philosophical principles that drove that growth.

Transcript excerpt

Founders are building a $100,000,000 golf brand off of an IG mood board. Today, we're talking about Malbin. Malbin is a premium golf and apparel company founded in 2017 with 13 stores globally and a 193% year over year growth. How has Malbin taken over despite playing in such a stuffy and traditional category? It's breaking out because of founder Stephen and Erica Malbin's principles and brand strategies that have created their success. Here are their founder principles. The first principle is chase the feeling. Tier and Erica believe that people, at the end of the day, are chasing a feeling beyond the products or branding or collaborations. They want to attach themselves to ideas. Malbin has created a feeling, which is really around a new perspective and way of showing up in an otherwise stuffy, boring, and exclusive sport. He says it best like this. There's a feeling with golf that it's traditional, and there's a feeling of this new wave of creative golfers. When you put those things together, that's what the brand is a part of, and people wanna be a part of that feeling. So you can buy a hat and you're a part of that feeling. You can go to a golf tournament that we do and you're