steve: right. >> he's got everything working for him. that simple style which people criticized at first, what's wrong with him with these simple words. by now everybody has realized the power of these words. i will give you one word that u.s. is says it all. sad. right? everybody knows sad. steve: #sad. so it's all part of branding. circumstantial is he a genius at branding. >> look at his skills is he a brander. he wrote a book on negotiating. he has been on television. he knows the reality tv world. he has brought all of these things. steve: used all these things to run again and win in a couple of years? >> i'm thinking that if he has a great four years, which, you know, he is off to a good start. the economy is good. if the economy is booming. if he is at 4% at any timed in the four years, i think he would have to be tempted to go out on top. brian: like a comic leave with the highest note. >> if is he worried about his age catching up with him, wants to enjoy his, you know, his grandchildren, he