Brand founder principles breakdown from @davidkchoe

The creator introduces his 'Behind the Brand' series and presents a case study on the eyewear brand Gentle Monster. He explains the founder's core principle that 'newness is everything,' detailing the philosophy that consumers purchase the feeling of newness and introducing the founder's formula for creating it.

Creator: @davidkchoe on TikTok

Video format

Talking Head Edit

Video outline

  1. State massive, quantifiable outcome
  2. Promise to reveal secret principles
  3. Tease the most important principle
  4. Reveal first principle as a formula

Narrative framework

The Founder's Formula

Narrative framework logic

Deconstructing a complex success story into a short, digestible list of 'secret principles' or 'formulas', with an escalating sense of importance to maximize viewer retention.

Topics: Brand Strategy, Business, Fashion, Entrepreneurship

Concepts: Case Study Breakdown, Breakdown

Formats: Talking Head Edit

Elements: B-Roll Cutaway, 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 Hong guk used to build Gentle Better, and number three is by far the most important. The first principle is that Kim Hong guk 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 belief about

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