Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


The key challenges in naming the new personalized wireless information service from Microsoft were that the name had to signify a new category of wireless technology, be consumer friendly, and be consistent with the Microsoft branding model. Applebaum worked with Microsoft on the name for the service and the embedded technology, developing MSN.Direct. The name establishes the new category, suggesting 'staying connected' and ease of use. With a straightforward, authentic tone, the name MSN.Direct is open-ended and has the potential to encompass an expanding range of applications.