Identity plays a key role in the outcome, potentially equal to and certainly integral to both product and distribution. Identity can be created and applied to deliberately strengthen or weaken market differentiation in all areas of operation, not just a limited few. Viral or more officially administered, distribution of product and identity is never an issue that should be taken for granted. Sustaining brand awareness relies on proof of product and distribution. Identity needs the reinforcement of a distributed product or service that profits its recipients. The right identity can transform mundane product or distribution and turn stone into gold. The permutations are many: great product can be blocked by poor distribution and/or identity; great distribution can persist despite poor product and identity; great distribution can be rendered irrelevant by them also; and great identity can, for a period, persist despite poor product and distribution.