Justin Oberman Critiques Viral LinkedIn ‘Empire Building’ Posts

In a recent LinkedIn post, Justin Oberman discusses a recurring type of viral content on the platform and contrasts its underlying message with effective branding principles. Oberman identifies a common trope: a user posting a photo of themselves in first class on a plane, often working on a laptop, with a caption implying that those in economy are merely consuming entertainment while first-class passengers are engaged in building empires. Oberman questions the long-term value and message of such content.

Deconstructing the Viral Post Formula

Oberman points out the repetitive nature of these posts, noting their consistent theme and the significant engagement they garner. He contrasts this with a historical advertising campaign that, in his view, understood brand experience more profoundly. The core of his critique lies in the perceived intent and impact of these viral posts.

“Someone posts a photo of themselves on a plane.
Sitting in first class working on a laptop.
The caption says something about how the people in economy are watching movies while the people in first class are building empires.”

According to Oberman, the underlying message of these posts often relies on creating a sense of superiority or judgment towards those not perceived to be in a similar privileged position. This is where he draws a parallel to the Braniff Airlines campaign, which he believes had a fundamentally different approach to brand messaging.

Lessons from Braniff Airlines’ Branding

Oberman invokes the insights of Mary Wells Lawrence and George Lois regarding the Braniff campaign. He emphasizes that the success of the campaign wasn’t about the passenger’s status but the holistic experience created around them. This perspective shifts the focus from individual achievement to the brand’s ability to elevate the customer’s perception.

“Mary Wells Lawrence’s whole insight was that the person in the seat isn’t the point.
The experience around them is the point.
George Lois then told m that idea and slammed you in the face with it via the ad below.
“

In Oberman’s analysis, the Braniff passenger felt good because the brand made the entire experience feel first-class, not because they were implicitly looking down on others. This distinction is crucial for building lasting brands, as opposed to content that merely achieves short-term engagement through potentially divisive messaging.

Building vs. Performing: A Brand Distinction

Oberman concludes by drawing a clear line between content that fosters positive self-perception and community versus content that thrives on making others feel inadequate. He argues that the former approach is what truly builds something of substance, while the latter, though potentially performative on social media, lacks genuine brand-building power.

The Impact of Brand Messaging

Justin Oberman highlights that effective branding aims to make individuals feel good about themselves through their association with the brand. This is in stark contrast to content that, as he puts it, “makes you feel bad about other people.” This distinction, he suggests, is fundamental to understanding what truly resonates and builds lasting value.

“That’s the difference between a brand that makes you feel good about yourself and content that makes you feel bad about other people.
One of those builds something.
The other just performs well on LinkedIn.
“

Ultimately, Oberman’s commentary serves as a reminder for content creators and business leaders to consider the deeper impact of their messaging, advocating for approaches that uplift and inspire rather than those that rely on comparison or a sense of superiority for engagement.