 In 2012, Coco wrote, “…messages crafted by separate advertising agencies, public relations firms and printers send inconsistent and confusing messages to prospects.Even business logos tended to disproportionately stretch or condense or appear in differing colors as each outside firm made different interpretations.With today's addition of the World Wide Web, social media, mobile devices, e-newsletters and other means of reaching audiences, the problem has grown exponentially.”

Coco reasoned, “To be successful, businesses must simply send relevant messages by vehicles most likely to reach target audiences.