What's termed a brand 'moat' is more critical in today's market and even more so inside the consumer discretionary space. Brands like Coca-Cola Co. NYSE: KO are not really exposed to the business cycle, and that's because no matter whether the economy is booming or busting, people will likely make room in their budgets for Coca-Cola products. The same can be said for the brand behind Starbucks Co. NASDAQ: SBUX.