I received this interesting insight into Dignity’s profitability the other day from a good friend of the GFG, Andrew Plume. I was mulling over some Dignity stats the other day. Much is made of 65,000 funerals having been carried out for year ending December 2009. Given that they merrily declare having

“The woman seated next to me on the plane told me her name was Stefanie but that she went by Adventure Girl … Then Adventure Girl asked me what my brand was. No one had ever asked me that before.” Thus begins a quest by Joel Stein to find his