Over the past several years, Marvel has had a number of continuity problems primarily in its film franchises. The biggest of these has been the mess that 20th Century Fox has made out of the X-Men films, with characters changing appearance from one flick to the next, and some being totally retconned to star in new movies that take a different approach to the character (like Deadpool). Fox isn't the only offender, though. We're also, as you probably know, going through a totally unnecessary reboot of the Spider-Man franchise, which Sony is in charge of.
However, there have recently been signs that Marvel is trying to get a handle on things, most notably in the way the company is planning its films around the 2012 release of The Avengers. Now the company suggests an intent to take another step in that direction as they announce the promotion of Editor in Chief Joe Quesada to the position of Chief Creative Officer of Marvel Entertainment. This position, Marvel states, entails "provid[ing] creative oversight of all areas of Marvel's business including theatrical, television, publishing, animation and games, while also actively participating in all story and script development for Marvel's films and animation." This is a position Marvel has needed for a while.