McDonald's McRib sandwich is notoriously hard to find -- and that's the point, branding experts say. By yanking the barbecue-pork concoction from its menus, and furtively replacing it only to swiftly pull it again, McDonald's turned the sandwich into a cult favorite. "To have a company as big as that have a spokesperson talk about the McRib like a top-secret document is just plain funny, and customers get that," says marketing consultant Scott Stratten.

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