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Everest

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THE PROBLEM

The startup was founded by Mark Duffey, who had a great idea: he wanted to build the first nationwide funeral-planning service.

The first problem was the name. What do you call a funeral service without using turn-off words like “death” or “funeral?” The second problem was the visual. What visual trademark do you use without turn-off illustrations like cemetery monuments?

RIES & RIES RECOMMENDATIONS:

  • Use a double-entendre: Everest. This word that can be pronounced two ways: “ever rest,” a euphemism for death, or “Everest,” the world’s highest mountain
  • Identify a mark that is memorable and represents the name
  • Focus on being first in the new category of funeral concierges

ResultsThe Results

1

THE VISUAL HAMMER:

the mountain
everest
2

THE BATTLECRY:

Being first in the new category of funeral concierge.

3

ACHIEVED PRIMARY GOAL:

After a decade of work, Everest now has more than 25 million participants
Wonderful, I'll see you first thing on Monday

“Al and Laura Ries has been the driving force for our marketing strategy and positioning. We have followed Ries & Ries’ advice from our inception and they have proven to be the best marketing strategists that we have ever met.”

Mark Duffey
President & CEO at Everest

SEE HOW OUR PROCESS CAN WORK FOR YOUR COMPANY