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.


As the market leader in the smoking-cessation category, Marion Merrell Dow was looking for a name that would highlight their new nicotine delivery system, the skin patch, to distinguish it from other smoking-cessation products. Applebaum developed the name Nicoderm for the revolutionary new product, leveraging key product attributes into an ownable identity. Nicoderm has been a major player in the category for almost 20 years and is now a GlaxoSmithKline product.