A branded life

It’s a new year — 2014! How life has changed! I look out of my window and immediately see two banks — East West and China across the street — and down below Metro, all within walking distance of each other. I walk out and up to the corner and there is a wonderful restaurant. It’s Mom and Tina’s. I have to say that if I want you to meet me there. I can’t just say, “See you at the restaurant at the corner.” I’ve got to give you the name and that is branding.

Once upon a time branding was the job of advertising. We take the name of your product, flesh it out to see what it represents, create ads that will make it memorable and constantly repeat those ads so you remember the brand advertised. But that was long ago when all media — print, radio, television, billboards — was traditional. Now we have social media and a whole generation (mine) who don’t quite know how social media works, but know that it does, and a whole new generation who is really savvy about it.

And on social media I think everything is branded or named. What can we do? The world has become such a competitive place that unless you say the name/brand everyone gets confused. 

Someone decides to ask me what rice I eat. I say either the one from Mini Stop, which is closer to where I live, or the bigger one from 7-Eleven. Right now I am partial to the latter. I don’t cook rice. I live alone. Where do I buy my food? From the Salcedo Market on Saturday mornings, where I can choose. Hummus from Kashmir. Assortment of Thai food from the Milky Way people. Fabada and kare-kare from Cocina de Tita Moning. 

Sometimes I buy inihaw na tilapia, inihaw na bangus, and inihaw na liempo from the people at the bottom there. People who go to Salcedo Market understand what I mean. These guys have no names. They just have their products. I love the kadyos and the mechado from the one who sells the cochinillo. And I love Tita Ope’s food. Tita Ope is branded. I almost always buy the Levain bread at Gng. Bukid. It’s sourdough, the closest they get locally in the market.

At lunch I always drink a Coke Light with a tray full of ice. I used to work in Coca-Cola so I will drink it until I die. Don’t waste your time trying to talk me out of it. I’ve been in the plants, have seen the production, and it was my account. So I love it and I will die loyal to it. I also know how wrong the activists are but forget them. I love Coca-Cola.

I dislike unsalted butter. It has no taste. So I buy Anchor salted butter. That’s better. I used to order Aqua Vida but then this condo where I live now supplies me with their own water, not branded, you just ask reception and they’ll send you a bottle at the same price. It tastes the same. I don’t really know how I feel about paying for the water I drink, distinguishing it from the water I use for washing my spoons. Once there was no difference and I never got sick because of the water.

When I watch the Today show I see all sorts of new brands for cosmetics, food, everything is now branded. And I feel somewhat dishonest when I write about my life and restrain myself from branding because life has changed. Now we have thousands of brands to choose from. And we choose. When we go to the supermarket, we choose. And we love our chosen brands. They are our intimate friends.

 We now live in an age of brands. I tell myself that because this whole holiday season I have been depressed. I don’t know why. I just feel really low, and have been dragging myself. The skies always look gray to me. I cannot sleep until 3 a.m., wake up at around 10 a.m. feeling exhausted and spiritless. I stay in my nightgown all day, don’t do anything but sit around the house watching TV or playing computer solitaire or staring out my window at a street where it seems very little happens. Of course, half the population on my street work and we have had a long string of dismal holidays.

In this cheerless state I think — at least I’m surrounded by brands. I can choose my favorites and drink them and pray that this dark ominous cloud passes quickly. I’ve got to get my act together. I’ve got to find my joy. I’ve got to remember how to be happy. It’s a new year after all! That’s meant to be happy, isn’t it?

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