The whole concept of advertising is essentially related to labels. Although we discuss new and innovative ways to craft brand identities and impact culture, the goal is often to create a new way to label a brand. One aspect of advertising that I find interesting is that those in the industry are often hesitant to describe their work as “advertising.” Instead, they attempt to disassociate their creative concepts from being seen as a commodification of popular culture. 

Though the concept of advertising can be viewed as the intentional reconstruction of brand labels and identities, those who work in the advertising industry are often quick to label themselves as well. Today at Translation, I was fascinated by how the agency encourages each team member to have a “major” and a “minor.” The major refers to an individual’s primary skill and reason for employment (i.e. a copywriter or a strategist) while the minor refers to something unrelated from an individual’s job title that this person is passionate about or an expert in. These “minors” ranged from comic-book experts, to DIY-craft enthusiasts to sound engineering wizards. This concept of having a “minor” spoke to me and served as a clear reminder that though we may give ourselves titles, or labels within an industry, it is essential that we continue developing legitimate interests and passions other than being a “brand enthusiast” because the things that set us apart from one another are the things that make us valuable. 

-Talia Berniker