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Mu USB Adapter to be launched by Golley Slater

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By The Drum Team | Editorial

February 29, 2012 | 2 min read

The Mu USB Adapter, created by Made in Mind, is set to launch with Golley Slater, who will provide guidance and PR.

Golley Slater has been working to provide strategic and creative guidance on brand development, crowdsourcing initiatives for the naming of the plug and the development of the launch strategy, including PR, social media, ecommerce and media planning and buying.

Matthew Judkins, CEO of Made in Mind, said: “We selected Golley Slater for its progressive thinking, with joined up expertise in social media, digital, PR, brand strategy and media planning and buying under one roof.”

The first product in the range, the Mu USB Adapter for universal smartphones, folds flat for storage, reducing the overall plug size by over 70%. A tablet-optimised Mu USB Adapter and a Mu Power Cord for laptops will launch later in 2012.

John Kinder, MD of Golley Slater London, said: “This is a really remarkable product, evidence of pure design-led innovation from beginning to end. Our challenge was to develop an end-to-end strategy that reflected the product attributes at every single touch point.

“From the initial brand development and crowd sourcing the naming of the product, through to socializing the brand and developing the right PR, retail and media strategy to support the launch. Whilst not detracting from the simple beauty of the product itself."

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