The dictionary defines congruity as meaning: contract, stability, or fitness.That definition can also be used to specify the best business, one where all of parts of the business come accountable for stability, and / or physical fitness . In this ideal business, all issues with the firm fit together. Every portion (department / function / activity / etc.) really should match one other, and with each other all of them work to construct the sum total. This means promotion makes the guarantees, and creation / satisfaction keeps the claims, and also the government manages it all. For example, in the event the marketing section was designing a promotion, all of elements – the message, the paper, emblem, the typeface, the appearance, feeltexture – ought to be siphoned to maximize the efficacy of the message. To exemplify my point, an individual would choose unique fonts to market a pirate vs a mortuary.