 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.Unfortunately, this is neither the advice nor the services businesses receive because of the economic self interests and the conflicts of interests of their advisors.”

After the wave of mergers and consolidations struck the radio industry following passage of the Telecommunications Act of 1996, WHAV was merged into a small group of radio stations and ceased its traditional local programming.