The dictionary defines congruity as significance: agreement, harmony, or fitness.That definition can likewise be used to define the perfect firm, one where all of regions of the firm are accountable for stability, and / or physical fitness . In that perfect firm, all facets of this firm meet together. Each and every aspect (department / function / activity / etc.. ) must match the other, and together they all work to build the full total. That means promotion makes the guarantees, and production / satisfaction keeps the claims, and the administration manages all of it. As an example, if the marketing department has been designing a promotion, all of components – that the material, the newspaper, logo, the typeface, the design, texture texture – ought to be siphoned to maximize the efficacy of the message. To exemplify my point, one would choose various fonts to publicize a pirate vs a mortuary.