Beyond Marketing: Justin Oberman on Building Brands Through Publicity, Not Ads

In a recent LinkedIn post, Justin Oberman challenges conventional approaches to personal branding, urging business leaders to shift from marketing tactics to a publicity-driven strategy. Oberman contends that in today’s media-saturated landscape, where every business is essentially a media company, the old ways of announcing a product or service are no longer effective for building genuine influence.

Oberman begins by highlighting the modern business’s inherent media capabilities, noting the accessibility of cameras, distribution channels, and AI tools. He contrasts this with a perceived stagnation in content quality, questioning why much of it resembles outdated corporate brochures.

“So why does your content still read like a brochure from a regional bank?”

The core of Oberman’s argument lies in the distinction between marketing and publicity. He posits that marketing merely announces, while publicity actively creates demand. This distinction, he explains, is crucial for cultivating a compelling personal brand for leaders.

The Publicity vs. Marketing Dichotomy

According to Justin Oberman, the fundamental error many businesses make is approaching personal branding with a marketing or advertising agency mindset, rather than a publicity one. He elaborates on this difference:

“Marketing announces. Publicity creates demand. Marketing tells the audience the movie is good. Publicity makes them argue about it at dinner before they’ve seen a single frame.”

Oberman draws a parallel to the golden age of Hollywood, citing the strategy used to build Clark Gable into a star. Instead of simply running advertisements touting his charm, MGM strategically placed him in influential circles and leveraged rumors to generate public interest organically.

Crafting a Compelling Narrative

Applying these lessons to the business world, Oberman argues that the goal isn’t to generate more generic posts about daily routines. Instead, leaders need to cultivate a distinct persona that captures attention and fosters engagement.

“Nobody wants another LinkedIn post about ‘lessons from my morning routine.’ They want a character. They want a point of view. They want a reason to lean in.”

In Oberman’s view, building a powerful personal brand requires a strategic focus on generating buzz and creating a narrative, rather than simply increasing advertising spend. He concludes with a concise summary of his prescription:

“To build a personal brand you don’t need a bigger ad budget. You need a publicity strategy.”

Ultimately, Oberman’s insights suggest that by embracing the principles of publicity—creating intrigue, developing a unique point of view, and fostering conversation—business leaders can more effectively build influential personal brands that resonate with their audience.