The dictionary defines congruity as meaning: contract, stability, or fitness.That definition can also be used to specify the ideal firm, one where all of regions of the firm are accountable for harmony, or fitness. In this ideal industry, all facets of this business meet together. Each component (section / function / task / etc.. ) should complement the other, and with each other all of them function to construct the total. This means marketing makes the promises, generation / satisfaction keeps the claims, and the government manages all of it. As an example, if the advertising section has been planning a pro motion, all things – that the message, the paper, emblem, the typeface, the look, texture , and texture – ought to be siphoned to make the most of the power of the message. To illustrate my point, one would choose unique fonts to market a circus vs a mortuary.