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.
This article is directed to brand managers interested in building models for sustainable development and conscientious consumerism. The article is a version of a paper published in the Journal of Brand Management (2011).
Ultimately, change is simply what happens to us all, all of the time. The lesson is not in the amount of change we can handle, but in the way we manage that change.
The Journal of the Medinge Group, vol. 1, no. 1, 2007 Ava Maria Hakim IBM Global Solutions, Business Transformation Outsourcing Microsoft Word version Thomas Watson, who helped grow one of the first truly global organizations, is quoted as saying ‘Good design is good business’. For the maverick of IBM, ‘Design must reflect the practical