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.

Nicoderm

As the market leader in the smoking-cessation category, Marion Merrell Dow wanted a name that was descriptive of their new nicotine skin-patch delivery system, distinguishing it from other smoking-cessation products.

Nicoderm combines the key product attributes in a distinctive and memorable way. It is now a GlaxoSmithKline product.