Viktor, a Russian friend of mine interested in the philosophical dimension of branding, and I are riding through California towards the Nevada border, following the route we got two weeks before from Stanley Moss at a dinner in the Ritz–Carlton Hotel, in Virginia.
The title of this short essay is a barely amusing paraphrase of the famous quotation from Bishop George Berkeley (1685–1753). Berkeley was an idealist, which means, in philosophical terms, that he believed that mind predominates over matter. In fact Berkeley was something of an extremist among idealists, believing that matter, or the material world, does not actually exist at all.