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 Eveready introduced their first lithium battery for consumers, they turned to Applebaum to name the longest lasting AA battery on the market. It was important to develop a name that differentiated the new product from the highly successful Energizer line in a noncomparative way. LithEon conveys both the end benefit and the reason to believe, establishing a new generation of battery technology.