The beginnings of a process of separation, however, can be observed in two instances. The first is among the five families of the New York mafia—the Bonanno, Gambino, Genovese, Colombo, and Lucchese families. These have become famous names, not quire fictitious but no longer entirely real either, which are preserved even though none of the families is now ruled by the founder after whom it was named in the 1930s, nor do they appear to be run by sons or relatives. While the families themselves have been unable to advertise effectively, the mass media and law enforcement agencies have unwittingly done the job for them. Publicity, no matter how horrific, has conferred on those names an almost mythical status. Just as the name Ferrari or Jaguar elicits an immediate response among lovers of sports cars, names such as Gambino and Bonanno evoke an equally immediate response, if of a somewhat different nature.

XREF: Connects to the author's broader argument about separation and institutional persistence, and parallels the branding of products versus criminal organizations. SEED: Potential article angle on how negative publicity functions as unintentional branding for criminal organizations versus traditional marketing.

Diego Gambetta, The Sicilian Mafia The Busi…, loc. 171