The Dream Brand

Do brands exist in your dreams?

If branding is so powerful, it follows that we should recognize a brand or two during the course of a night’s sleep.

Back in the day, the question was whether you dreamed in black and white or color. I think we’d be hard pressed to find any B/W dreamers today. (A few years ago, my daughter asked if the world used to BE in black and white.)

Even though the TV of my childhood was black and white, I’ve always dreamed in color.

And I dreamed about a particular brand every night – until a few weeks ago, when I quit smoking cigarettes. In my dreams.

I quit smoking during my waking hours about 20 years ago. But I knew it was OK to light up after I was asleep. After all, it was just a dream. When I was young, my mom taught me how to fly in my dreams – so smoking was a snap.

During each dream I’d jump on the opportunity to have a cigarette. Sometimes I’d have to buy them first. I’d always ask for Marlboros – not in the soft pack, but in the box.

This degree of brand loyalty fascinates me. During the years that I smoked, I went through quite a few different brands. But my last cigarette was a Marlboro.

I’ve been drinking Diet Coke for years, but it’s never appeared in my dreams. Neither has Café Bustelo, iPod, Toyota or any other favorite brands.

I felt no special affinity for the Marlboro Man. But the brand did say something about me, just like Diet Coke, Café Bustelo, iPod and Toyota do.

The question is whether this is about branding — or is it really about addiction?

Interestingly, around the time I stopped smoking in my dreams, I began running, or jogging. In my dreams. I usually run a few miles and enjoy it immensely. Let me say that in my case, this is not a whole lot like real life.

In my dreams, I’m not running to or from any place or person, so there’s no particular sense of urgency. What’s great is that I’m never tired, sweaty, achy or panting to catch my breath.

In fact, I’m always very comfortable.

I’ll have to make a point of noticing what brand of shoes I’m wearing.

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