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.


Ross Products division of Abbott Laboratories developed a complete, balanced, ready-to-use nutritional formula for metabolically stressed patients and turned to Applebaum to develop the optimal name. Perative clearly sends the desired message to the target audience of doctors and nurses. Strong and serious, it suggests efficacy and the patient's critical need for this specialized nutrition.