Aah, Monster! — Personal Branding for C-Suite Executives and Founders
est. 2020
i know because i ignored all of it.
most personal brands are quietly forgettable.
In my 20+ years working directly with C-suite executives and founders across B2B markets, I personally diagnosed over 200 personal brands and found the same expensive mistake every time: a brand that undersells the person behind it. The gap between what someone has built and what their online presence communicates costs real deals, real partnerships, and real introductions.
A 2024 Edelman B2B Thought Leadership report found that 63% of B2B buyers say a senior executive's personal credibility is a primary factor in their purchase decision — ahead of company reputation and product features. Most executives have no strategy for that credibility. They have a LinkedIn profile and a vague sense they should post more.
LinkedIn's internal data shows that fewer than 1% of its 1 billion+ users publish content in any given week. Executives who publish consistently receive approximately 5x more profile views and are 2x more likely to be contacted by inbound decision-makers. The gap between what someone has built and what their online presence communicates is the most common and most expensive positioning mistake in B2B.
invisible positioning
your profile could belong to fifty other people. nothing sticks. nobody remembers you after the scroll. not their fault. yours.
content without a spine
you post. it doesn't convert. because content without positioning is just noise dressed up as strategy. the calendar is full. the brand is empty.
reputation lag
what you've built doesn't show online. your brand undersells you by a decade. that gap costs deals, partnerships, the right introductions.
no time to fix it
it stays at the bottom of the list. meanwhile people with half your experience are outranking you. on linkedin. in the room. everywhere.
four ways to work with the monster.
flagship · full transformation
The Monster Job.
one-time · 4 weeks · async · no calls
the full thing. positioning, voice, linkedin rewritten from scratch, 30 posts ready to publish, messaging framework, visual identity brief. four weeks. in writing. nothing held back.
- full positioning document
- linkedin — complete rewrite
- 30 ready-to-publish posts
- messaging framework
- voice & tone guide
- visual identity brief
- 3-month content strategy
- final brand OS PDF
4-week sprint · fully async
ongoing · monthly
The Monster
on Retainer.
per month · cancel anytime
keep the monster close. 16 posts/month in your voice, monthly brand strategy, positioning refinement, linkedin optimization.
- 16 posts/month in your voice
- monthly async brand strategy
- positioning refinement
- linkedin optimization
monthly rolling · cancel anytime
quick entry · 5 days
Brand Positioning
Sprint.
one-time · 5 days · async
positioning written from scratch. headline, bio, messaging, voice, 3 ready-to-publish posts. done in 5 days.
- full positioning document
- linkedin headline + about
- messaging framework
- 3 ready-to-publish posts
5-day sprint · async
personal brand audit
10–15 page diagnosis · 48–72h
free brand checklist
10 questions · find where it breaks
not sure where to start?
audit first. find what's broken.
async. no calls. no surprises.
you pay & submit
short intake form. 10 minutes. no discovery calls. no "let's hop on a quick zoom." not now, not ever.
i do the work
deep on your brand, your market, your positioning. built around you specifically. not a template. not a checklist.
you get the deliverable
on time. in writing. concrete and prioritised. you know exactly what to do on monday morning.
this isn't linkedin coaching.
most personal branding advice is tactical. "post 3x a week with a hook." i have nothing against bullet points. i have everything against advice that could apply to literally anyone.
i apply brand architecture thinking to individuals. same rigor used on companies for 20 years. applied to your positioning, your voice, your reputation.
i'm also the branding monster who built 22k linkedin followers by being deliberately inconvenient. make of that what you will.
full story →years brand strategy
linkedin followers
generic templates
calls. ever. by design.
why this exists
according to edelman's 2024 b2b thought leadership study, 63% of decision-makers use thought leadership to vet executives before initiating a conversation. the meeting you didn't get wasn't about the product. it was about the person whose name was on the proposal.
weber shandwick puts it more bluntly: 44% of a c-suite executive's reputation is driven by personal reputation, not the company's. which means your company's brand is doing more work for you than you are doing for yourself.
linkedin's own data: less than 1% of its 1 billion users publish content regularly. those who do get 5x more profile views. the bar for being visible is low. the problem isn't the algorithm. it's that most people have nothing worth saying.
the personal brand audit takes 48 hours and costs €199. in my 20+ years working with c-suite and founders, i've seen brands go from invisible to inbound in one quarter. not by posting more. by saying the right thing about the right problem, in the right place. contact: [email protected]
why no calls?
calls produce conversation. documents produce work. every minute on a zoom is a minute not spent on your actual brand. the output is better when the process is written — and you have something to reference later.
why so expensive?
the audience pays €500 for a dinner. €199 for a written diagnosis of what's broken in your personal brand is not expensive — it's efficient. cheaper options exist if that's what you're optimizing for.
audit or sprint — which one do i need?
the audit diagnoses. the sprint builds. if you don't know exactly what's broken, start with the audit. if you already know your positioning is wrong and want it rebuilt from scratch, the sprint.
do you work with companies or individuals?
individuals only. specifically c-suite and founders. the personal brand, not the corporate brand. if you want company brand work, i'm not your person.
how long does it take?
personal brand audit: 48-72 hours. positioning sprint: 5 business days. the monster job: 4 weeks. all delivered as written documents. no check-in calls, no status updates — just the work, when it's done.
who is behind aah, monster?
adrian m. peticila — 20+ years in marketing, 22k linkedin followers, cmo track record in financial services, fintech, and b2b software. contact: [email protected]
what we believe
positioning beats posting.
every time.
most personal branding advice is designed for people who want to feel productive. not people who want results. read the full manifesto.
your brand, diagnosed.
start with the audit. find out exactly what's broken. 48 hours. €199. no calls.
get the brand audit — €199 →or see all offers if you're ready for The Monster Job.