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.

MSN.Direct

The challenge in naming a new personalized wireless information service from Microsoft was that the name had to convey a new level of wireless technology, be consumer friendly, and be consistent with the Microsoft branding model. Applebaum worked with Microsoft on the name for the service and embedded technology, developing MSN.Direct. The name establishes the new category, suggesting “staying connected” and ease of use. With a straightforward, authentic tone, the name MSN.Direct is open-ended and has the potential to encompass an expanding range of applications.