The Role of Localization in Branding

When you're operating at the scale of Barnes and Noble, the question is, does that same selection work? And I think it could, especially relative to Amazon. All of this story is predicated on the opposition to Amazon. Maybe it can still work there. But it raises a deep question about the brand,. If you're way of thinking about it is right. In some sense, the brand almost ends in the way because it raises expectations of similarity of predictability when in fact that's exactly not what we want to do.