CHAPTER 3

What Makes a Brand

Nibblin’ on sponge cake

Watchin’ the sun bake

All of those tourists covered with oil

Strummin’ my six string on my front porch swing

Smell those shrimp

They’re beginnin’ to boil

Wasted away again in Margaritaville

Searchin’ for my lost shaker of salt

Some people claim that there’s a woman to blame

But I know it’s nobody’s fault

Don’t know the reason

Stayed here all season

With nothing to show but this brand new tattoo

But it’s a real beauty

A Mexican cutie, how it got here

I haven’t a clue

“Wasting Away In Margaritaville.” To understand your brand, let’s take a look at what makes other brands successful. Did you read the lyrics above? Did your mind wander off to some beach-side bar?

How about the lyrics to this song? ...

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