Brand Culture Value for Waterstones

How Waterstone's killed bookselling 

"When it started, Waterstone's was a breath of fresh air. But as it got ever bigger, many say it lost its soul. What effect has that had on publishing?... is that a problem? After all, I am the one who brings sentiment and culture to the book-buying experience. Spice's thought, though, is that Waterstone's has lost its literary soul in stooping to compete with supermarkets and stationery retailers WH Smith. "A big retail business will inevitably move to the lowest common denominator position. Their commitment to book quality has to wane." Why? "Because once companies get big they draw in business management that doesn't have any sensitivity to the product. "

by Stuart Jeffries

article link:  http://www.theguardian.com/books/2009/nov/10/waterstones-high-street-bookselling

this article can be as a reference to support the idea, Brand Culture Value, for bookstore window display. As a bigger bookstore company, expect for commerce, Waterstones can create brand culture in window. because window like face, it can give passer-by a good impression to built good relationship easily with costumers.