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Yes, of course, that's important. Just a thought, but how about an up-beat image which you incorporatethe candle into as a sort of 'sub-brand' when you are talking about remembrance and then leave out when you want to move on to helping the living. Or am I giving you too much work here!? I just know that positive images work better than negative ones as we move on in life.
Lastly, I hope my comments are helpful thought-provokers. I don't want to sound critical of something you obviously care deeply about.
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