Better Place doesn't offer a new product or technology when it comes to transportation, it merely unites many of the solutions that already exist, bringing them together a smarter, more efficient way. That was the challenge in and of itself, says John Creson, whose Berkeley, California-based firm Addis Creson, along with PR company Hill & Knowlton, was responsible for branding the system and translating its benefits to consumers. In essence, they were entrusted with helping to envision a post-petroleum future for drivers who wanted to make better choices.
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