Part II (1974): The Godfather – perhaps more than any other film in the last thirty years, no one in the lexicon of popular culture as dominant as The Godfather (1972) and its sequel epic assimilated.
The town as The Godfather plays in the American psyche honored is a testament not only to income from box office (1) he has received numerous awards, or (2) that he has won, but what distinguishes the sponsor other popular films is the extent in which the dialogue is quoted chapter and verse. Become his spirit and wisdom, in the absence of a better term, a practice in our daily lives: “I will make him an offer the refuse he can not” has become the de facto mantra for Advertisers Late-night comedians and aspiring wiseguy “Leave the gun … take the cannoli” embodies the moral ambiguity and the necessities of daily life, and Luca Brasi (Don Vito Corleone chief executioner) is often called on MSNBC Hardball host Chris Matthews, when he and some heavy metals in the main political arena tactics do not agree.
Context and theme of the Godfather.
The scenarios for each film The Godfather by Francis Coppola, director of the film and Mario Puzo, author of the bestseller co-written. In its unique collaboration, they formed a story about gangsters and increased to a myth – a cinematic tour de force, which was long for his poignant and tragic portrait of the Corleone “crime” family, and his overview celebrated on brutally corrupt economic system that seeds of the inevitable collapse of the family sows.
As Coppola himself has noted, the parallel lives of Vito and Michael is a thinly veiled metaphor for America and American capitalism. But behind this metaphor is a contradiction that undermines the ideals of equal opportunity and social mobility by the destructive reality of the capitalist system, namely the unbridled lust for profit and power. The empire of the family, Vito is built to keep Michael can not. It is fragile and fleeting – his loyalty to the whims of the company, not very close to the left of the family and the community. The desire to Michael for the acceptance and legitimacy, although portrayed sympathetically, remains largely inaccessible.
The application of the wisdom of the marketing of The Godfather.
Although many articles have already made the obvious connection between the wisdom of The Godfather and its applications to business in general, anyone, to my knowledge, been specifically Godfather system of beliefs and rules of conduct for the world of requested marketing, branding and competitive positioning.
There are many lessons to be learned: The market, which is no less controversial business face to face, wild, and profit. The Barzini, Tattaglia Sollozzos the world and so-called legitimate business interests seek to expand their territory (see market share and mindshare) and Hyman Roth and Johnny Ola, if your business allies are now tremendous competitor threatens to weaken your position in the market weak. They all play to win, and want nothing more than you hit on the shelf to speak that way.
Instead of a battle of bullets, this is a war of words and a maneuvering position. It’s a world that is in the perception of power. Sit on the sidelines is not a viable option, you will either win (for example, champagne cocktails in the mountains) and failure (for example, find the head of Khartoum in bed). There is an old concept sicil-icon Valley: You can either swim with the sharks or sleep with the fishes, but you can not do both.
Distilled wisdom of The Godfather is a page taken directly from the text book marketer. Successful marketing campaigns rely on persuasion to achieve market dominance, customer loyalty, and to convince prospective customers and clients to take emergency measures. To be successful, must formulate a clear vision, embracing a set of core values ??and define your competitive advantage (without the accompanying murder and mayhem, of course). To remain effective, it must build your credibility, influence and market information, inspire your competitors in their shiny black shoes. Well, at least that’s the general idea.
First we will discuss some fundamental differences between the world of The Godfather and the commercial market, which we know today. First, the enemies are now as competitors. Competition in business is with other companies and their products, not with individuals (“It is the business, not personal”). Second, no illegal or unethical tactics have been glorified or condoned in this study (“The blood is an important cost”). Finally, I want you in advance for any marketing wisdom from the Godfather that may have escaped my attention apologize (“Do not overestimate the power of forgiveness”).
Top 10 Rules of The Godfather.
This document focuses on the Top Ten rules that embody the wisdom of The Godfather – Rules to consider all the competitive marketing and brand strategy to follow. Each rule gives an overview and guidance to help you align your message, strengthen your position and develop your brand. The rules are derived from actual quotations in every film The Godfather, including The Godfather: Part III (1990), although not as critically acclaimed as the first two, cleverly the announcement is playing from the broken dreams of Michael, the operational self-destruction, and ignominious defeat. In some cases the same or similar offer appears in more than one film – there is an additional thematic significance.
“Our ships have to sail all in the same direction.” – Don Lucchesi, Michael (III)
Rule # 1: inspire loyalty
He said the first time: “Lead, follow or get out of the way” have been Sicilian. Perhaps he is Cristóbal Colón, which he did not have a chance to qualify for the new vision has been realized a world without (search for a new trade route to India) by sufficient funding and support a crew of believers. We can not underestimate the importance of a bold vision that inspires and moves others: it defines the very purpose of the organization is a reflection of your culture and belief system is used and shared as a barometer for the values ??of your key players is even more important, a the only strong vision – regardless of external factors. such as market share, profits or competitive environment. Since each of your stakeholders (eg customers, employees, prospects, management, investors, etc.) has a slightly different perspective, you send your message accordingly under one banner and one common mission to unite. Engage sensitivity. His imagination. Invite along for the ride of their lives. Finally inspire their loyalty by their hopes and aspirations of the “big hairy audacious goal” (BHAG), which leads them to the same horizon.
“Leave the gun. Take the cannoli.” – Clemence, Rocco, after killing Paulie (I)
Rule 2: Make it personal
The old adage still applies: No one cares how much you know until they know how much you care. Your customer is the center of the universe, not your product. Not just lip service … Customer service can provide. Sweeten the deal. Use a carrot than stick. Go High-touch, not high tech. Put a human face to your organization. Make your messages and intimate conversation, and use the magic word “YOU” without regard for losses. Keep your promises and commitments, so that there is an advantage, and will remain your customers. One wonders whether the employees of PeopleSoft customers and cannoli get enough to fill them in their Oracle extended family. It means your personal passion and contagious enthusiasm, and allow you to convey your humanity shine through. Finally, your goal is to build relationships, not selling widgets.
“Let us draw water from the well.” – Donations to the Barzini other, based on Don Vito (I) and “Let me wet my beak a little” – Don Vito Fanucci Young (II)
Rule 3: Focus on solutions
Let’s face it, if you’re in business, you are here to solve your customers. An indispensable resource and share the wealth. Communicate the benefits of doing business with your company and find ways to contribute to their success. Tell your customers why they need your services now, and how you are better equipped to produce measurable, positive. Do everything you can to facilitate their work and their peace of mind. Craft a global brand promise that your employees, customers, partners and distributors to take to the bank. The fulfillment of this promise is, consistency of delivery and satisfaction. Make a real difference in the lives of your players and you will understand not only business, but their loyalty.
“I want you to see what he has under his fingernails.” – Don Vito to Luca Brasi, based on Sollozzo (I)
Rule No. 4: Play to Win
Who are your main competitors and what are their strengths and weaknesses? What position have they own and occupy? As you go fit? Is the main message of cutting through the clutter? If you are not sure, maybe dig a little intelligence market is in order. Since you are competing for mindshare, then discover you exploit the weaknesses of your competitors and. It also means count of your messages and make each count. Beat your competitors at their own game or play them on your terms. Competitive positioning is more than just put a stake into the ground and claimed on behalf of Spain. What your competitors make claims? Maybe they’re fragile land than we think. Although you do not need a Luca Brasi, to fulfill your wishes, it helps a team of snipers reliable, automated solution or have a strategic market intelligence to monitor the impact and scope of your messages, and to what extent do your competitors if you are not breakthroughs. Get a grip on your most important message, keep your eyes on the ball and swing for the fences. This is one of the few times you need to know where you are in business, and what makes you a player in the industry you are in.
“Let your friends close but your enemies closer.” – Michael Pentangeli (II)
Rule 5: Know your competition
How well do you really know your competitors? What motivates them? You can expect your next step? To do this, you need to understand their motivations, needs and intentions. Study your competitors. Learn borrow them. Define this to your advantage. To follow to compensate for your weaknesses, clean, friendly alliances and “co-opetiton” as part of a marketing strategy practice. You can find a common ground with someone, even the Fanucci in your market segment. It is a strange symbiosis between the opponents (eg, police officers and criminals, political rivals, the hosts and parasites, to name a few). In the world of business, positioning is relative and in a constant state of flux: Predators devour smaller prey (SBC / AT & T), a large number of fish (Chevron / Texaco), eat some of their own species (Enron), and other, warmer water is more protective (MCI) to migrate. Those who survive to adapt to their environment – and that means in a position to its competitive position, to strengthen themselves in the face of overwhelming opposition and rebellion.
“He thinks of going to the mattresses.” – Clemenza and Paulie Rocco, based on Sonny plan for total war, that a “one button” requires sleep in camps and temporary shelters (I)
Rule No. 6: use the moment
Your opponent is winning the battle of perceptions. You lose mindshare. What do you do? Buy more commercial time? Sponsor a big event? Hold a press conference? Rent a spokesman for the celebrity? What happens when your budget is anemic … what then? Regardless of the scale of your marketing, the important thing is to make comments and then respond accordingly. Sonny Corleone is not known for his thorough market research. This does not mean that you should be reckless and impulsive, but eventually you have to rely on your instincts as a buyer and go! After all, timing is everything. That’s how campaigns are won and lost. Raise the stakes by the urgency of your most important messages. Give your customers time. To force them to make a decision. Hit from all angles. Sometimes it takes more than numbers to make a difficult decision – it takes courage. So when the opportunity arises, be ready to go out all the stops and starts a lightning intense and concentrated. In any case, you do not want to be too predictable. Use the element of surprise to throw your competition off guard. Carpe Momentum!
“Michael, we are larger than U. S. Steel ‘-. Hyman Roth (II)
Rule 7: Think Big
If you use the “big boys” to go in the competition, you might as well put in their class and category. Perception, the regiment – start so by how you perceive yourself. Branding has a lot to do with trust. If you act big, bold and bright, it is likely the world will see you that, too. When it comes to marketing, you start each campaign should be a good idea. Concentrate on the big picture, not the smallest detail. Otherwise, your contribution will not be diluted, drowned, and quickly forgotten results. Looking to anchor a major issue and reinforce your message. Put an appropriate framework to give around him the perspective and gravity. Create affinity with your customers by capturing their hearts, to touch a nerve, and always good to unforgettable. Give the world in a direct and lasting experience of your brand in a large scale. Where would we be without influential figures such as Edison, Carnegie, Ford, Gates, and Walton, who not only had good ideas that the company be changed, but he knew how to market them effectively?
“. I believe in America, America has made my fortune.” – Bonasera to Don Vito (I)
Rule 8: be creative and innovative
The first line of The Godfather said, you follow your dreams, make money and be an entrepreneur in the truest sense of the word. This means shaking old habits, with all the marketing possibilities, and sometimes the road less traveled. To communicate as a “me too” brand, a message or a punch you will not improve the value or contributing to your ongoing success. If we know something is endlessly about the American dream … He smiled and marketing with a better mousetrap, faster and cheaper. Look at the phenomenal growth and success of the iPod. In recent years, Apple has applied his vision and resources and use virtually monopolized the market for digital audio players, hard disks. Innovation is a part of your company culture, or is not it. Looking for a new solution to an old problem. Reinvent your old bag of tricks. Challenge. Break the agreement, but break the rules you know. Make your message fun and fresh. Surprise and delight an unsuspecting world. Of course, this means going the extra mile – but how they say it’s never crowded.
“What I can not.” – Don Vito Bonasera (I) and Michael Don Altobello (III)
Rule 9: Know thyself
With all due respect to Socrates, who popularized the famous inscription (3) the temple of Apollo at Delphi (“Auton gnothi itself”) and Shakespeare, who paraphrased in Hamlet, Act I, Scene III (“to be themselves true”); lives the maxim in The Godfather. Corleone patriarch was based on the wisdom that comes with self-knowledge. Their values, for both good and bad, has formed the basis for their unwavering vision. Identify the common worship and in your organization. Remember, they are not fundamental values ??when you drop them, because they end up costing too much or put a competitive disadvantage. The values ??are universal and timeless. They stand the test of time and create a strong affinity with those who believe in your organization. Values ??and norms that support them to give an insight into the character of the brand of your company. The basic principles are the foundation of your love for your brand. They guide the behavior of your company and make the world aware that there are some backbone behind your message. If all the leaves and other trips (eg business, your market share, profits, etc.), you always have to resort your values.
“I’ll make him an offer he can not deny that.” – Don Vito to Johnny Fontane, based on Jack Woltz (I) and Michael Fredo, based on Moe Green (I)
Rule 10: They force
What makes a memorable brand and a compelling message? Is the free offer? The warranty shielded? Gushing certificates? Copy edgy creative and intelligent? It’s all … and much more. A persuasive message has a story behind it, a story with dramatic appeal. It’s time to show! It’s time to go to your customers, a-ha! It’s time to move and motivate. It is time to deliver the perfect elevator pitch to get the “yes” and go to close it. However, you must first build trust by creating a coherent roadmap. Secondly, communicate with your stakeholders and listen often gold (for example, understand their needs, fears, frustrations, desires, etc.). Third, make them an offer they unwisely, would reject or ignore. This is the essence of marketing, the purpose of your message, and the whole purpose of the campaign. If you follow the nine rules, the final rule should be a “piece of cannoli” be. After the dust settled, if your customers have not yet opened their hearts and check their portfolios Rule # 6 and think about the mattress going again!
Abstract.
The philosophy of The Godfather tells you everything you need to know about communicating a compelling message, and keep a strong position in the market, and construction and packaging industries a memorable brand. Whether your game in business or politics, is the survival of all – the protection of your lawn, avoiding the use of threats and opportunities, or, in other words, stay on at the same time improving the bottom line.
Your message is in constant struggle to be heard and understood in a vast ocean of messages. Check in your marketing campaign, take the time to test and measure the reach and impact of your message, brand awareness and competitive position. In a world where the dominant perception that messages can easily be controlled and co-opted to weaken brands and the decline of benign neglect and competitive positions are subject to the old switcheroo. But here’s the good news: If you are outside of messages, get back on track, if your brand needs a lift, give it a new face, and if your position is attacked, you put your best employees, key (Read guerrilla marketing) on ??the road. In short, if “there is a stone in the shoe, remove it.”
I suspect that in another 30 years, the lessons from The Godfather no less instructive. Since we are in a global market, where new ideas, services and technologies include intellectual currency of the realm to expand further, there is always a need for robust marketing-oriented solution, intelligent, and will.
For these entrepreneurs, the gurus of the message, branding and business intelligence professionals who are inspired by the wisdom of The Godfather, Michael Corleone is traditional Italian toast on the shore of Lake Tahoe perfectly fine: “Cent’Anni”
Notes:
(1) The Godfather film was the revenue generated in 1972 and converted approximately $ 135 million in the total national (U.S. and Canada) at the box office revenue, or $ 502.4 million, dollar today, The Godfather: Part II (57, 3 million, or 195.2 million of millions of U.S. dollars of 2005) and The Godfather: Part III (66.7 million, or $ 101.7 million dollars in 2005).
(2) The Godfather received ten Oscar nominations and won three Oscars: Best Picture, Best Actor (Marlon Brando) and Best Adapted Screenplay (Coppola and Puzo). The film won five Golden Globe Awards, and Coppola won the prestigious Directors Guild of America Award for Best Director. He also received five nominations in the New York Film Critics Circle, the victory goes to Robert Duvall for best supporting role. The Godfather: Part II, eleven Oscar nominations and won six Academy Awards: Best Film, Best Director, Best Actor (Robert De Niro), Best Adapted Screenplay, Best Art Direction (Dean Tavoularis and Angelo Graham, George Nelson and landscape) and Best Original Score (Nino Rota and Carmine Coppola). It was also nominated for six Golden Globe Awards and two New York Film Critics Circle Award, but won none. Al Pacino, however, won a British Academy Award for best actor, and Coppola took another Directors Guild of America Award. The Godfather: Part III, received seven Oscar nominations, but won no Oscars. He received seven Golden Globe nominations, a win would Coppola best director.