The second reason behind the social media commotion was the feeling the new logo wasn't much of a departure from the old one.

When you think of brands with brilliant marketing strategies, it's probably the big hitters that come to mind – the likes of ...

given its playful primary-colored logo. But it's actually a discount grocery store with a homely European warehouse aesthetic, not unlike Lidl's top competitor, Aldi. Both Lidl and Aldi are German ...