TOTAL LICENSING
from cradle
to the grave...
A full line of licensed image funeral wanted to impact an industry
products were exhibited on Eternal where licensing had yet to be
Image’s booth at the 2007 NFDA applied,” commented Mytych.
Expo in Las Vegas, to a somewhat sur- “After a great deal of research
prised audience. we isolated the funeral indus-
Clint Mytych, the man behind the idea, try as one of the last frontiers
has tuned in to the fact that many peo- for marketing innovation – a
ple want to leave a little something of business virtually unchanged
a legacy after their time comes. for centuries.”
With 62% of Americans saying that According to Beth Cooper,
want absolute professionalism at vice president of P&J Cooper
their funerals, according to a National Supply of Barrington, NJ, My-
Funeral Directors Association tych had tapped into some-
(NFDA) study, a new in- thing with potential.
dustry is emerging. “During the last five acquiring licenses.
Mytych’s idea of put- years the call from consum- “We were very selective about who
ting popular logos ers to customize their we approached. We knew the first
on caskets and funerals has risen ex- licensors had to be trusted names
urns includes de- ponentially. People are – leaders in their own industries
signing funeral planning their own fu- that other companies already per-
products to re- nerals and adding their ceived as wise,” said Browne.
flect each individu- favorite music from “Once prospects recov-
al licensee acquired. Gershwin to the Grate- ered from the shock o f
Urns and caskets ful Dead. They are add- the idea, many saw
can now fea- ing readings, program the benefits of
ture Star Trek, booklets, even tokens allowing their
Major League of remembrance to be most devoted
Baseball, Precious handed out to mourn- fans to ex-
Moments and the ers.” She added, “Families tend their
Vatican Library Collection, as are creating photo displays, relationship
well as pet urns featuring the Ameri- slide shows, even video compila- with a team
can Kennel Club and Cat Fanciers’ As- tions to memorial services. Eternal or company
sociation. Image’s introduction of brand image through the
“Our goal is not so much about chang- funeral products was a very logical funeral pro-
ing the funeral industry, per se. We next step, and the consumer is em- cess.”
bracing it.” EI’s first four
Mytych had the idea licenses were
for Eternal Image household
around seven years names, and
ago, and two years the company
later had companies is looking ahead to further business
investing in the idea. opportunities overseas. It has formed
Woody Browne, a company in Europe with Reméire
founder of the mar- Ltd., a specialist European casket, urn
keting and licensing and funeral goods company. The new
firm Building Q saw company will be called Eternal Image
the potential and Europe and will design, manufacture
signed on to help and market current and future Eternal
EI set a strategy for Image products in Europe.
31
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