As Barnes Noble College’s CMO, Lisa Malat says her primary goal is to align her brand’s strategies with the mission of the university partners it serves.

“All of our programs, our initiatives, and our messaging is really all around supporting the academic and social experience of our students, of our faculty, of our alumni, and making sure that we’re always on point and aligned with that mission,” says Malat.

Currently, there are 770 Barnes Noble College campus stores across the country, from the largest location at Harvard University to the more than 200 community college locations.

“Leonard Riggio, the founder of Barnes Noble, actually started with an off-campus bookstore across from NYU in New York City because his passion was to serve students, and he felt students deserved more than the experience they were getting at their school at the time,

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