Waterstones, the UK's leading bookshop chain, is under fire for going incognito at some of its newer stores.
The firm has opened three shops that do not feature its distinctive branding.
They are Southwold Books in Suffolk, The Rye Bookshop in East Sussex and Harpenden Books in Hertfordshire.
Share Radio's James Brydges spoke to branding expert Jennifer Janson, chair of 6 degrees PR agency.
