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 SESSION 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