Brand Consistency Between the Web and the Offline World

Fast food may well be the only industry where we expect inconsistencies these days. On any given particular afternoon you may encounter a clean restaurant, friendly customer service, get your order right the first time, and be served a hot, freshly cooked meal. Unfortunately, at many places, your very next trip is almost guaranteed to be exactly the opposite — dining room in disarray, disgruntled workers that seem to mess up the simplest of orders, and food that appears to have been prepared hours beforehand.

Of course, the drive-thru is another adventure entirely.

But when it comes to virtually every other business