After Lidl v Tesco: Business branding may seem like a snoozefest, but get it wrong and it may cost you

City AM

After Lidl v Tesco: Business branding may seem like a snoozefest, but get it wrong and it may cost you

After a legal battle over a ‘yellow circle within a blue square’ between Lidl and Tesco, trademark disputes have been at the centre of attention. So has the thought of expensive litigation, which highlights just how important branding decisions have become for a business. When the topic of branding comes up, it is generally followed with sighs or rolled eyes. It may not be sexy to think about colours and shapes. It is certainly not always on the…