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.


Abbott Laboratories was preparing to launch a new alpha-2 agonist, dexmedetomidine, with novel properties for controlling stress, anxiety, and pain in patients adapting to mechanical ventilation. In developing the new brand name, Applebaum maintained a strategic focus on one simple message: a new standard of care. The name Precedex was enthusiastically adopted because it conveys the precedent-setting status of the compound in a distinctive way, making it memorable for intensive care unit personnel.