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.

High Endurance

Procter & Gamble wanted to revitalize the established Old Spice brand with a more contemporary image. With the introduction of a new deodorant targeted to younger men, P&G consulted with Applebaum to create a sub-brand name and define the optimal brand architecture for this strategically important product launch. The strong, compelling, and fitness-oriented name High Endurance helped revitalize Old Spice by speaking to the younger and broader target audience. It continues to be relevant and versatile for P&G, now encompassing a wide range of men's personal care products.