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.


Burroughs Wellcome was introducing a new, long-acting neuromuscular blocker and wanted a name that would be memorable and distinctive to operating room staff, who form the core target audience. Applebaum developed Nuromax, which supports the positioning and met all key criteria, garnering widespread support among the company's marketers, physicians, scientists, and legal professionals. Nuromax uses a combination of recognizable morphemes to convey the unique product attributes, with a tone that also suggests strength and efficacy.