Consistency is perhaps the most overlooked marketing principle. So much lip service is paid to the idea that marketing messages and materials need to be consistent. That’s why we all know the slogans of brands like McDonald’s and Nike: their messaging has been consistent for years. We all learned this (seemingly) basic concept in Marketing 101, so why do so many marketers completely miss the boat? The essential part that is often missing is a cohesive brand attitude demonstrated in every level of an organization’s public presence. Be it the CEO, the community manager, or a call center rep, all members of an organization must dedicate themselves to a consistent theme and tone when interacting with their audience.