Waterstones has opened three unbranded stores in the UK, each giving the impression that it's an independent book shop. At a time when people value authenticity, the move might improve business – but if customers become aware of Waterstones’ disguise, the brand might risk losing their trust.

Crowdfunding has become part of the cultural lexicon. But in the years since Kick-starting became a viable way of getting a project off the ground, there have been as many failures as successes, dulling its once bright sheen. But the early adopter’s love affair with crowdfunding isn’t over just yet – it just looks a little different.

Artists once received patronage from wealthy individuals who either believed in their work or wanted to ride on their coattails. Now, enterprising artists are looking online for support through crowdfunding services like Patreon. How is it connecting creators with their fan bases?

People don’t spend hours browsing in bookstores anymore, instead relying on online recommendations. Consequently, publishers are having to rethink how to capture readers’ attention. Can Unbound – a platform that lets people influence and crowdfund the next great book – provide the answer?