On the most superficial level, this article focuses on NBC’s decision to move its hit show the Apprentice from New York City to Los Angeles. It raises issues such as branding, regional and cultural differences across the United States and the net of associations that society has about each location.  The article discusses the motivations for moving the setting, although it appears that the main reason stems from a desire to keep things ‘fresh.’  The fifth season will be out this upcoming spring, and even though the show remains popular, NBC wants to make sure that it stays one of the more dynamic programs on the air.