The strength and fitness industry is packed full of people and services that place feelings first without ever thinking of the identity they are creating. This is due in large part because so many consumer decisions are based on "feelings" that many hope will lead to the "action" of buying product or service. If the product or service works or does what it says is of little relevance because those selling do not care about the identity of their company. If you are a company think of the identity you want to create, then create your marketing mix and let that create the feelings the consumer will create about you. Don't fall prey of looking at the "feelings" of the market to create your marketing mix because this will determine your company or products identity.