t is easier to recognise a big brand than a hot brand. The big brand is, well, big financially, it is trusted and it has been around for a long time � and you can be certain that it will be around next year as well as the year after.

A hot brand, on the other hand, while containing several of the above elements has a certain something else besides: freshness, energy and a certain buzz. The buzz in particular is difficult to identify and capture. It is the difference between a brand that gets discussed by consumers and another one that is consumed but never talked about. ... more