To brand or not to brand…
UK book retailer Waterstones has been at the centre of a very interesting branding debate in recent weeks. The British media made claims that 3 Waterstones outlets had ditched their name and visual identity and were ‘masquerading’ as small, independent booksellers on high streets in affluent tourist towns where such an image would certainly benefit them. The bookshops were given local names – Southwold Books, The Rye Bookshop and Harpenden Books – they have simple, tasteful exterior signage and there is almost no indication inside that they are owned by [...]