ABSTRACT
This chapter outlines the organisational mechanisms that can facilitate the achievement of congruity between the personality imprint of a designer in a design and the personality of the end user and purchaser. Achieving this congruity is important since, ultimately, consumers' preference for a product will be strongly correlated with the extent to which their own personality is mirrored in that of the design that they observe. A more efficient organisation is one that is responsive to its customer base and the leadership style and culture will be key elements in ensuring that customer needs can be met. To achieve an inclusive form of leadership will help organisations to embrace diversity with greater ease and help ensure that an outside-inside perspective gains ground in organisations. The values of brand managers permeate the brand and senior management is involved either by spearheading new brand values or by recruiting those personnel involved who are involved in marketing, design and branding activities.
