The dictionary defines congruity as significance: arrangement, harmony, or fitness.That definition can also be used to specify the best firm, one where all of regions of the business are in agreement, harmony, and / or physical fitness . In that best firm, all facets of this business meet together. Every single portion (department / role / task / etc.) should match the other, and together they all perform to build the sum total. That means marketing makes the guarantees, and manufacturing / fulfillment keeps the guarantees, and also the government manages everything. For example, if the advertising section has been creating a promotion, all of factors – the message, the paper, brand, the typeface, the appearance, feeltexture – should be congruent to maximize the effectiveness of the message. To exemplify my point, one could choose various fonts to publicize a pirate vs a mortuary.