'Do What You Gotta Do' is a positive inspirational song that says no matter what it is whether you're up against challenges or trying to get your dreams and aspirations met you should do what whatever you have to do shy of killing yourself or someone else.

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Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.