Sometimes a product innovator has the dual challenge of naming a new product and establishing a new category. This was the case when Time Inc. developed the magazine gift subscription — an innovative, attractively packaged gift that allows the recipient to choose a subscription from 50 magazine titles. They enlisted Applebaum to work on all levels of communication for this project. The name Giftscriptions, coined by Applebaum, helps establish the category and works with the complementary descriptor to clearly communicate the who, what, and how of this unique product. Applebaum also consulted on line extension strategy and brand architecture when the brand was extended to include individual magazine titles.