ILL 1986 Problem 29

We define a binary operation $\star$ in the plane as follows: Given two points $A$ and $B$ in the plane, $C = A \star B$ is the third vertex of the equilateral triangle ABC oriented positively. What is the relative position of three points $I, M, O$ in the plane if $I \star (M \star O) = (O \star I)\star M$ holds?