HYBE is an entertainment company based out of South Korea best known for launching the K-Pop phenom, BTS. As they grew into new vertical outside of K-Pop, they needed a brand update so we worked with them to explore their new positioning as a global powerhouse in technology and entertainment. As part of the process, I interviewed Scooter Braun, their American CEO, the head of technology, marketing and their operations lead. This coupled with a competitive audit, landscape analysis and creative writing exercise helped land their new positioning.