Even if you HAVE been hiding under a rock and have never been duck hunting, it's likely that you've heard of the hit show, "Duck Dynasty".

A little secret; I've never watched a single episode. I've never gone duck hunting. And yet, I know who all the main characters of the show are. Talk about a masterful lesson in marketing, earned media, and branding.

Recently, Pam and I had the privilege of traveling to Costa Rica for a business conference called the Commitment Summit. Willie and Korie Robertson of Duck Dynasty were one of the keynote speakers, and had a conversation with our friends JC and Karen Hite.