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.


When introducing their new microwave popcorn, General Mills was looking for a name that would convey good taste and support their unique positioning — "most poppable kernels". Applebaum developed the name Pop•Secret, which has become an iconic brand. Still relevant and fun, it has been extended to include a line of products.