Barnes & Noble Brand Refresh

Bookseller Barnes & Noble has hired Mullen, Boston, as its creative agency to work on refreshing its brand. Barnes & Noble is expected to make a $40 million investment in marketing, including a new look for stores. The effort is coming none to soon, as they're fighting tooth and nail (to enhance the Nook to compete with Amazon's Kindle) to stay relevant. I'm looking forward to seeing what kind of creative ideas Mullen is able to cook up! What would you recommend? Full story on AdAge.