Commercials would be light and tongue-in-cheek
Not too serious, but respectful
Embrace life
Live forever
Virtual tombstone
We'd have a reputation of communicating a difficult issue. Creating a platform for expression and ability to raise awareness. Not tied to any religion.
Aspirational attributes: Current, don't be depressing, mostly free, celebratory and easy to navigate
Legacy attributes: Depressing, expensive, boring and funeralish
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