concluded in our dealings with him. there's never strategy. it's immediate, it's reactionary. that there is no grand strategy about it. are you, do you worry you're ascribing too much strategy here? >> not at all. he's a master salesman. been at it 50 years. everything he does is strategic to sell himself. to market himself, and this is one way that he markets himself by controlling the media. >> is there a way -- you can make an argument that his tweeting is actually why he's so unpopular. that the reason he's sitting in the low to mid-30s and not in the low to mid-40s or higher than that, due to this economy, shall we say, if you went by conventional metric, it is due to the tweets. so on one hand you seem to say he's controlling the narrative, but it also seems to be doing serious damage to his brand? >> not at all. his brand has never gone that high. his brand has been 37 plus or minus 2 the whole time which is
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