[Cache – #54]
Not everyone wants a bare bones funeral. Which is why the name Basic Funerals is so bold: it very clearly positions the company as the choice for inexpensive funerals, period.
So why are we now seeing billboards proclaiming “We do fancy funerals too”? Answer: not everyone wants a bare bones funeral. Basic Funerals has positioned itself in a narrow niche and is discovering it’s a chilling proposition to not pursue the business of every last living human being.
But that’s the trade-off inherent in strong brand positioning and names that reflect it. No one who wants a fancy funeral is going to believe that a company called Basic Funerals is capable of pulling off a fancy funeral, no matter what a billboard says. And many of the people who were already sold on the idea of a cheap funeral will now be wondering exactly how committed Basic Funerals is to bargain-basement deliveries into the beyond.
Adopt a position – even better, adopt a name that conveys that position – and stick with it.