Localizing a brand

I just returned from a road trip to Wyoming and at a KFC there the building exterior displayed its familiar KFC sign with the colonel's face, except he looked a bit different. He was wearing a cowboy hat! I think it was appropriate knowing that the culture in that area is more western, or for tourist amusement, but it also makes me wonder how much are franchises allowed to change the logo to localize the brand? McDonald's always tries to localize their product offerings but to what extent should they be doing it in order to maintain its central core identity as an American brand? To what extent should Disneyland Paris cater to the culture there (selling wine on main street) while maintaining specific same customs as in the original Disneyland in Anaheim? There is always a fine line to be aware of when marketing across different cultures and borders, especially for global brands such as Disney, McDonalds and KFC. They know how to maintain and keep their brand promises to its customers but I am sure it is a real art for determining where to draw that fine line between consistency in brand design versus pursuing innovative risks.