• Have you ever heard of ‘undercover marketing’?

    Imagine that you are walking along an out-of-the-way trail in a national park. A group of young hikers is standing at the side of the trail talking to one another in loud, excited voices. You cannot help but overhear them. “They would be talking about the great backpack they are wearing,” says Jonathon Ressler, CEO of marketing firm Big Fat, “how [with other backpacks] your back hurts after you hike 84,000 miles… [but] with this backpack it has a special da-da-da-da… it’s really comfortable. Boom,” says Ressler, they “have just delivered the message” to you – and you have no idea that you were just pitched a product by a…

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