Shai Agassi: Israel requires constant branding work

"At Better Place, we combine our brand with Israel's."

"A brand is the sum total of all expectations that people have about a particular product. Israel is also a brand and branding work has to be constantly conducted for it. That's what we do at Better Place. We combine our brand with Israel's," said Better Place LLC CEO Shai Agassi at the "Globes" Israel Business Conference in Tel Aviv today.

Agassi added, "The Israeli government has said that it wants to end the country's dependence on oil, and we're helping it do that."

Agassi said, "Better Place utilizes Israel's extensive human capital. We're a small country, and that's an advantage. A lot of mechanisms have been set up to absorb risk, and they created our venture capital and high-tech driven economy. What we lack are competitive mechanisms for manufacturing. We can't compete against Chinese or European manufacturing.

"Better Place is an Israeli project, and I get patted on the back around the world for our venture. The big question is how we build mechanisms that will create a return on the venture capital and persuade foreign manufacturers to invest in Israel. We can create great change, and we mustn’t lose this faith ¬- the very existence of Israel is a great change. We mustn’t stop it and we must carry it through to the end."

Agassi concluded, "At the 'Globes" conference 2030, they will discuss the Israeli wonder of recent years - a country that ended its dependence on foreign energy - by finding gas and severing its dependence on oil… It also made peace because it had no choice."

Published by Globes [online], Israel business news - www.globes-online.com - on December 12, 2010

© Copyright of Globes Publisher Itonut (1983) Ltd. 2010

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