A Higher Idea

‘The Godfather isn’t a mafia movie, it’s a film about Family, Capitalism, The American Dream…’

A great line from a great series ‘The Offer’ and one of the best explanations of the value of branding I’ve heard in recent times.

In this case the scene shows producer Al Ruddy trying to explain to a stubborn New York gangster why they should let him use their city to make the Godfather.

He sold the mafia man a higher idea.

All great brand-building is about doing the same thing – think of the well-known companies… Nike don’t sell trainers – they sell athleticism, IKEA may sell you furniture but they also sell Swedish functionality, Amazon sells just about everything under the sun but with their brand they are mainly selling convenience.

For our own company, we sell the full range of Brand-Marketing-Design services but for us, we really sell and eventually deal with impact and growth.

The bigger, simpler and more compelling you can bring to life what you’re ‘really’ selling – the better your brand will do in the marketplace.

Part-10 of our Entrepreneurial Brand Marketing series. As always, If you’d like some help, give us a shout.


Benedetto is an enthusiastic creative and business person.

His journey has taken him from a career in car design through to his current role as the Founder of the loft – A Design & Branding Agency based in the heart of Glasgow.

He is honoured to manage a great team, work with great clients and have a lot of fun mixing with so many great people in business.

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