For organisations we sometimes experience the whole while other times we can only feel the boundary.

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When people are confronted with border elements, like signs, people, objects, ideas, behaviour, they might just experience that item, without grabbing the whole organisation that the element makes part of.

In other cases the confrontation provides enough clues, richness and focus to get a glimpse of the whole organisation, or even more.

Sometimes we just see the border and sometime we can see the whole organisation and what it stands for. The latter is the most difficult to achieve as an organisation and it requires a deep understanding of the minds in the outside world as well a clear and workable picture of the own intentions and capabilities. It is a kind of wholly grail for brand managers and holistic thinkers.

Although this complete picture might be worthwhile aiming for, I believe that in reality of the information overload of parts and wholes, a high quality single element with consistent meaning (that may just represent part of the organisation) can be even more powerful.

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