Accountants talk fashionably of 'tangible' and 'intangible'. They are increasingly of the opinion that the intangible may often be more valuable than the tangible, which is a problem for the unimaginative, for it means accounting for the unseen: goodwill, brand, invention, patent and much more. The intangible remains an argument of conflicting estimation, its true value probably never officially agreed. The full benefits of a complete identity can only be achieved when each of these three key averages–product, identity and distribution–share the same objectives. Valuing the 'mind' of an identity is acutely contentious. The cautious hesitate to agree with the more ambitious valuer, but all gamblers can at least find the comfort of common ground when agreeing tangibles. Recognition means the capability to manage, or else remain uncertain of creating and then maintaining an identity's direction and aim.