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.


Tirofiban, a new platelet aggregation inhibitor, was developed by Merck to reduce thrombotic cardiovascular events in patients with acute coronary syndrome (ACS). Merck turned to Applebaum to develop a powerful name that reflects the impressive efficacy profile of the new compound. Tirofiban is administered parenterally and has a rapid onset, yet its short duration of action allows coagulation parameters to return to normal a few hours after the drug is withdrawn. The name Aggrastat signals acute intervention and the therapeutic category with a strong, efficacious tone. It is now marketed by Medicure Pharma in the US.