ABSTRACT
The binding element of identity is consistency, for consistency creates conformity, and if there is no conformity there can be no identifiable mass. The product proposition of the identity might be very attractive in all other respects, but a lack of appropriate consistency can still mean market failure. The suppression of individuality in the interests of greater internal consistency must be treated with diplomacy and care, morale being such a delicate issue of trust and belief. Market areas vary between old and established; young and rebellious; new and striving towards becoming established; or categories yet to be invented. The sophistication of the pattern determines the ease with which it is identified. This defines the target audience: the easier the pattern, the larger the catchment area. Once inconsistencies become apparent to an audience, they will inevitably be seen to represent a lack of systematic management or procedure.
