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Because the identity activity overlaps with so many other disciplines - marketing, communication, human resources, design and so on - it may some­ times be appropriate to appoint two specialist consultancies working in tandem, say a behavioural change consultancy and a design consultancy. Sometimes the best way to handle the programme is to work with a group of consultants: a strategic consultancy, an identity consultancy, a behavioural change consultancy and an advertising agency. In this case, in order to avoid too much jostling for position, it might be useful to appoint one of these as prime contractor.