I've coined a phrase to describe the new norm in corporate radio - Efficiency Branding . It has become a thing. Good example: the ten Bell stations recently re-branded as Move. To my old ears those stations really didn't change their format to any degree. Just the moniker. Why? Shared imaging. Shared visuals. Shared promotions. Shared voices. And most likely a shared playlist. I believe you'll see more of that in the future as radio income shrinks and profit margins narrow. Oh, it also allows for more networked (out of market) programming.
These are the online jottings of a retired broadcaster!