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?
Being first in the new category of funeral concierge.
“Al and Laura Ries have been the driving force for our marketing strategy and positioning. We have followed the RIES advice from our inception and they have proven to be the best marketing strategists that we have ever met.”