From Zero Audience to a Real Brand With Momentum

Brand: Mob Adjacent
Product: Book, media brand, and merchandise
Role: Founder-level advisory and brand strategy

The Situation

Mob Adjacent had a strong concept and story — but no real digital foundation.

• No meaningful social media presence

• No clear content direction

• No ecommerce setup

• No audience growth engine

• No leverage beyond the book itself

The brand existed, but it wasn’t built yet.

What Changed

I worked with the founders to turn Mob Adjacent into a real, scalable brand — not just a book.

That included:

• Building their social media presence from scratch

• Developing content formats (posts, graphics, podcast strategy)

• Helping position the book as a brand anchor, not a one-off

• Setting up and structuring their Shopify store

• Advising on merch design and product direction

• Making key industry connections, including introductions to a film director

The focus wasn’t growth for growth’s sake — it was building legitimacy, reach, and optionality.

The Result

• Grew Mob Adjacent to 40,000+ followers on social media

• Established a clear brand identity across content, ecommerce, and media

• Laid the foundation for monetization beyond the book

• The project gained enough momentum that the book is now being developed into a movie

What started as a book became a real brand with reach, assets, and upside.

Why This Matters

Not every business needs ads on day one.

Some need:

• A brand people actually care about

• An audience that compounds

• A digital foundation that creates leverage

This is what building long-term assets looks like.