The dictionary defines congruity as meaning: contract, harmony, or fitness.That definition can also be used to define the best firm, one where all of parts of the business come accountable for stability, and / or physical fitness . For the reason this ideal business, all issues with the firm fit with each other. Every single part (department / role / activity / etc.. ) must complement one other, and together they all work to build the full total. This means promotion makes the guarantees, and manufacturing / fulfillment keeps those claims, and the administration manages everything. As an example, if the advertising department was creating a promotion, all things – the message, the newspaper, brand, the typeface, the look, feel, and texture – should be congruent to maximize the effectiveness of the content. To exemplify my purpose, one would choose distinctive fonts to market a pirate vs a mortuary.