“Secrets, secrets are no fun. Secrets, secrets hurt someone.” – your weird aunt

Sorry, weird aunts, but secrets are pretty much the best. They create interest and intrigue and inspire an incredible amount of spy novels. And in the world of branding, secrets can actually be pretty useful.

Let’s say you have a secret sauce for a double-decker burger. Or a secret recipe for making a fizzy brown drink. Or a secret number on the side of your beer bottles.

These can inspire great curiosity and, in many cases, loyalty. (See also: everything Apple has ever done.)

Because when your brand has a secret, you create the idea that you have a special something worth knowing. And it plants the idea in the consumer’s mind that you, and only you, can do or make whatever it is that you do or make—the best.

Sometimes, it’s even a good idea to share little secrets with loyal customers. Like if you’re the world’s largest coffee brewer with a secret menu that includes the Twix Frappuccino. (Psst: if you’re ever at a Potbelly sandwich shop, try ordering the “Wrecking Ball.” And make sure you wink.)

So, what’s your brand’s secret? Maybe it’s that it doesn’t have one yet. In which case, it might be useful to consider finding one.

In the meantime, here are some secrets to get your cloak-and-dagger going: Secrets about some all-time great movies. The secret behind why Disney World doesn’t sell gum. And the timeless secret of why someone is throwing a dog into the ocean during a Mr. Nanny motorcycle montage.