I got a ride hitchhiking a few years ago in rural Tennessee and we talked about this sticker. He was so frustrated that a meaningless phrase with a crappy font design had become such a recognizable brand. He was convinced that the creators had made millions of not tens of millions off this stupid catch phrase that pandered to stupid people. You see it everywhere, even thousands of miles from the beach. He wanted to create something similar and become a millionaire, he said this was achievable because it just had to be stupid enough and inclusive enough to get people to feel uncomfortable if it wasn’t plastered all over their car. A new status symbol. Few months go by and I’m in St Augustine, FL. I see there’s a Salt Life restaurant there. So that guy was wrong and all this branding originated from a real business. I go in to get a glass of water and ask about the brand. Turns out the restaurant came about by buying rights from the fucking Salt Life brand so they could have a Salt Life restaurant. The place was packed full of fat slobs and melanoma Stacy’s
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