How does McDonald's build buzz? It's a secret

11/16/2012 | Andy Sernovitz blog

McDonald's knows that a little mystery is a great way to keep people talking about your brand, writes Andy Sernovitz. "If they didn't call McDonald's mayonnaise concoction 'secret sauce,' no one would have noticed. But, once it's labeled a secret, the game is on to figure it out -- creating a lot of word of mouth," he explains.

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