SALT creates the new addictive mobile brand – Glu

June 2nd, 2005 – The wireless community finally got answers last night at the BREW Conference 2005, in San Diego. After weeks of being teased by “Who’s g?,” Glu Mobile™, a new worldwide entertainment brand, was launched. The combination of U.S. game developer and publisher, Sorrent; and award-winning European studio and technology developer, Macrospace; Glu™ is positioned to become the leading consumer destination for mobile content – particularly games. With more than 100 original and branded titles from partners like Atari, The Cartoon Network, FOX Sports, Nickelodeon, PopCap Games, and Twentieth Century Fox – Glu is clearly ready to deliver on the consumer demand for mobile entertainment and information.

“Today’s mobile phone is an extension of people’s personalities and a direct lifeline to their world,” said Jill Braff, Senior Vice President of Worldwide Marketing at Glu Mobile. “We create entertainment that is personal, instant, and fun. Glu reflects the relationship people have with their mobile phones – they are literally glu'd to them – and create entertainment that fits their lives.”

Key to the success of the business is the role of a strong and distinctive brand developed by SALT® Branding. From the outset, Glu needed to stand apart from other pure gaming brands. In fact, the new positioning was not about gaming, but how consumers interact with this new entertainment medium. The brand strategy – from the name to the experience – tapped into this simple connection.

“A successful brand takes a lot of time and must be a collaborative and well thought out process. The biggest challenge was finding a name that captured the attributes we see as defining our business, and that worked on a global level,” added Braff.

To bring the new name alive, SALT created the 'g-man' character – a fun, energetic personality that is used throughout communications from the phone animation, website, advertising and local studio identities.

“In the rapidly changing mobile world, consumers need a simple and memorable icon that will guide them to the best quality content,” said Paul Parkin, SALT’s Creative Director.

SALT developed all verbal and visual aspects of the new brand, which focused around the consumer experience from buying and downloading games on the website to clearly branding Glu’s role in the media mix. In addition they created the “Who’s g?” teaser campaign, the launch at BREW, and the brand advertising and communications at lightning speed in order to get the brand to market.

“Like many venture-funded companies we work with, Glu needed to launch their business and build awareness quickly and effectively,” added Parkin. “There’s almost a land-grab mentality in this space, and Glu is adamant about being a winner.”

For more information on Glu please visit http://www.glu.com

About SALT
SALT is a full-service branding, design, and communications company that helps build leading brands. With its distinctively practical mindset, SALT provides a full range of integrated branding services including brand strategy, naming, design, communications, advertising, and corporate culture. SALT has developed leading brands and programs for a diverse set of companies ranging from Fortune 500s to VC-funded start-ups, including Avaya, Bank of Hawaii, Coca-Cola, Disney, EMBARQ, Fatbrain, Genentech, Glu Mobile, Microsoft, Mobile365, Nissan, Palm, Sprint, Wellpoint, Wi-Fi, and Xerox. SALT – the essential ingredient for branding leaders.

For more information on SALT, please contact:

Paul Parkin
SALT Branding
415.616.1506
paul@saltbranding.com