We must determine that all the elements of the model fit between if, they are coherent and that each one of them contributes to reinforce the obtaining of the global objective. In order to determine the degree of embroider of the elements we will be due to make questions how: the form is coherent to communicate our product with the public to whom it goes directed; it is it the form to unfold our service with the message that we have given at the time of selling it. The other day read a person to complain which in a well-known luxury article store, at time of reductions, a great tail in the street was created, since it was not allowed to enter more of a certain number of people to the establishment. This tail, in addition, was guarded by some guards of security contracted by the company/signature. In this case, we could be asked if he is coherent that a mark of this style, that sells "glamour", style of life and elitismo, allows that their clients make tail of way very little "* glamourosa". Or if it is it that a model of business based on that the buyers pay the highest price, not as much by the product in if same, but by the exclusive feature, it makes period of reductions. It is only necessary to be made some of these questions to find incoherences in many of the prevailing models.