Oney from a forprofit company included in the ownership this is a woman named Julie Mcmahon and who that the journal described as a close friend of bill clinton. And then following that is a negative story about the clintons is a negative story about donald j. Trump, the billionaire. The paper published newly found audio that they say includes trump pretending to be his own spokesman, calling himself john miller when talking to a magazine reporter about his interactions with women and his divorce. He denied the voice is actually his. Savannah they have obtained a a voice that they say is in fact you someone , pretending to be a pr person. This is 25 years ago. Let me play a portion of the tape for you. What is your name . Pr rep. john miller. What is your position . Handling pr, because you get so much about it. Savannah he goes on about his dating exploits, goes on against his reports. The simple question, are you aware of the tape, is that you . Mr. Trump i dont recognize this at all, and there are many, many people who are trying to imitate my voice, and you can imagine that this sounds like one of the scams, one of many scams, this doesnt sound like me. It was not me on the phone. When was this . 25 years ago . Savannah yes, in the early donald trump so youre going to 1990s. Something that took place 25 years ago, whether or not a phone call . You may assume it is under a presumed name. Mark that is donald trump on his controversy. Here he is on fox and friends when he was asked to respond to the clinton controversy. Mr. Trump i know it is a rough story. People have been talking about it for a couple of years, and it is next to my golf club. I have a Trump International golf Club Literally a few minutes away. People have been talking about that for years. I have no idea what is going on. I certainly dont. It is a bombshell. There is no doubt about it. Mark Hillary Clinton has not publicly responded to the bombshell, but the Clinton Foundation this afternoon released a statement with a statement that says the wall street journal piece misleads readers about how the foundation works. And here is bill clinton talking about it last night on a rope line in kentucky. [indiscernible] mr. Clinton i havent had a chance to read it carefully, but i think my foundation [indiscernible] that you deny that statement . Guess. Ton oh god, yes. Mark so donny, neither of these stories have exploded like i thought they would, but would you say that either or both represent a threat to the targets . Donny neither one is exploding so far because ironically, they are both on brand and with trump, it is what did this wacky guy do next, and with Hillary Clinton, it is about emails. Potentially the trump thing has more fire. At the end of the day, this entire election is going to come about fear are we more afraid of , the unknown about trump or the known about hillary . And this clearly shows donald trump how wacky he is. Lets think about it for a second. Lets just visualize that you are donald trump, ok, and you basically are posing as a somebody else calling to give good press not just about donald, but about women, that is nuts. I mean that is craycray mark he had acknowledged in a Court Document that he has done this in the past played his own , pr guy. Reporters are talking about donny if anything, what he should have done, is say, when waso you can say, look, i having some fun with it. Mark it was the 1990s. Donny and i am very efficient, i dont need to pay some pr guy. The fact to actually hide behind it and say you didnt do it, either one of them are damaging blows. They are bizarre and on brand. But mark they are both dog bites. Trump lackey wacky. I think they both have legs potentially. On the trump thing, he has to answer to eventually ended a more direct answer. Did you ever do this . On the clinton side, this mingles all sorts of things. The Clinton Foundation, favors her friends, unorthodox practices, and bill clintons personal life. Donny and they are so baked in at this point. The trump stuff is easier to digest. You glaze over the clinton step. You hear emails, the foundation , it is kind of boring and muddy. But the trump stuff, it is kind of fun. And is easily digestible. The fact that the clinton stuff is boring and very baked in, the trump is still great unknown mark what do you think trump is going to say when he is asked about it directly . Donny the big thing for trump whether it is a howard stern interview, hey, i am an entertainer, i was a business guy, it was 25 years ago. Come on kids grow up. ,and another thing we have seen isrecent weeks, the press more emphatically interested in mr. Trump than any other human being alive. Hillary clinton has struggled to break through this even when she is criticizing him. Clearly is this a danger . Mark i think it is. You know, john and i talked to john podesta and we said, are you worried that donald trump can dominate against the way he republicans . And john podesta said that as the press, their job is not to let that happen. So far the early show, if he wants to be the story, he can be. So her message does not get out. Donny it is very simple. In, hillaryu lean comes on, you lean back. America bought the truck pilot, now they want to see the show. Say what you want, we are going to watch trump all the time, morning, noon, and night. So, that can blow him up or that can mark and what can she do . She comes here and says, i want to be in the news every night. I dont want it to always be a trump piece. What can she do . Donny she has to be a great counterpunch. The Counter Program has got to be smart, so youve got to wait, basically, you have something to play with every day. You have a piece of clay trump will give you every day. Best efforts are never going to be as good as his. He could be the lead every day and blow himself up, but the country could say this is the , story, this is the guy. Donny today for instance, she should by the way, if i were her, i would be on saturday night live next weekend and try do something fun, really mock him, stay above him. Look, she is a serious person. But kind of have some whimsy at his expense. Obama is kind of like her attack dog. He has gravitas. Mark trump will go on and do interviews even when there is controversy swirling around him. You have a fake pr thing, but when she has got controversy swirling at, and there is after this story that has not been addressed she doesnt want to , talk to the press. Her people are going to bunker about it with her, and i think it is going to be hard for her , because there will be a lot of Opposition Research that comes out about both of them. Trump will still be out front dominating. Donny the good and bad news is the airwaves are his, and he can make them work for him or not. But either way, there is nothing Hillary Clinton is doing to take the cameras away from donald trump. He is much more interesting. Mark she could go on a fifth avenue, to paraphrase about what donald trump said about shooting somebody, and let herself on fire like a Buddhist Monk in vietnam, and it would still be what does donald trump think about Hillary Clinton . Donny if she gets elected and something happens in the news, she will comment, and going forward, they will say donald trump represents 50 Million People whether we like it or not, and he will be weighing in for the rest of his adult life. Mark saying those immortal words, trump lives. Back, the we come brand audit with the candidate likes to band everything. We will ask donny about his mad men expertise. That is coming up. Mark when it comes to president ial campaigns, the guiding theory of this program is clear. The candidate who best controls his or her public image and defines the public image of the opponent wins. Karl rove was the latest to weigh in on this story. He wrote in to the wall street journal this week that it is about candidate success and enterprise i think and emphasizing their selling points and undermining each other. I think we have our bona fide brand man on set here. Donny, walk us through this. Donny it is pretty clear what trump wants his band his thing to be. Id agent of change, dealmaker that does not get pushed around, a straight talking guy that tells it like it is. Mark so those are the positives. It is pretty clear what the clinton people want you to think about trump. They use phrases like loose cannon, offensive to women and minorities, and narcissist. So how does trump is besides the positives that trouble try to emphasize as clinton will try to emphasize as negatives . Donny this is about both sides. If you are trump, you want to alleviate the fears. You are basically john wayne. You are a sheriff coming into town, and you want to protect the little guy, and the ends justify the means. You will notice in every major drama on tv, the protagonist, whether it is mad men, breaking bad, it has it very flawed in masculine mails, and that is him at this point. So everything he needs to do, i am strong, i am in charge, dont be afraid of me. Mark i think clinton is still the favorite in this race, but the danger for her on this brand fight, you look at the negative list. Negatives have some positives to for a lot of voters, those negatives have some positives to them. Loose cannon, i want a guy who is a loose cannon in washington. They like the fact he is not even pc. Con artist, even. Donny it is two words, loose cannon. Either i will clean things up, or a loose cannon like the barry , you talk about this election coming down to women, suburban women, married women. They are risk averse. If i were running clintons campaign, everything would be about, mommy, you cant put your kids in harms way. Honey, your husband may not come home from work. Show that trump is martin sheen in the dead zone. You do not want him saying basically who cares . To youru are going suburban women in ads saying, military people, foreign leaders, everyone will say it. A lot of people i talk to say if the price of trying to change washington will take on a use loose cannon were going to do , it. But you are right. Donny it is too high of a price and it could and the world. , i am not being apocalyptic here. That is what you sell. So what happens if he has a bad morning and wakes up any calls putin and says mark all right, lets go talk about the clinton brand here and what she is trying to reinforce. Donny oh, i am sorry that includes of course her experience as first lady and as a former secretary of state and emphasizes the history making possibility of having the female first president here in the united states. Problem solverc and strongwilled and strength to fight back if she gets knocked down. Mark those of the positives for clinton. Here is what the trump team is going to try to sell, corrupt hillary, and then people perceive her as honest and trustworthy when they see her. They say she is out of touch and she will represent Barack Obamas third term. Finally, she is in the back pocket of wall street interests. So what does she need to reinforce her positives and keep trump from framing her with a long list of negatives . Donny safety. Things are pretty good. We have got to change things, but i am safe, he is not. I have been there. I will continue to do it. I am on your side. Honey your kids are going to , come home. He is not safe. I am safe. Mark so people vote on emotion. People will be inspired by the first female president. What else can she talk about to have people see the brand . It is not just safe and kind of boring, but it is also emotional. Or is it all negative trump . Donny yes. The positive of that is safety. Brand is also an about authenticity. I bet she is boring, at worst untrustworthy. So you make the status quo sexier than the fear of the unknown. Unknown has won in six of the seven last elections. Every time we have a twoterm president , they hope to change, but those were blank pieces of paper. The obama was a blank piece of paper. Bill clinton was a blank piece of paper. We have a very long dossier on trump and if you make that dossier a rap sheet, he becomes too scary. Mark was that thing on the list of negatives that is the most potentially damaging to her brand . Donny i mention this before. Bill clinton. The smoking gun i would be worried about is bill clinton and Jeffrey Epstein who went to jail for getting massages from 14yearold kids. If anything, bill clinton it is a lie he was near that are in the same space as that, hillary will go down with that. Mark is that part of corrupt and untrustworthy . Donny yeah, that is part of the yuck, that is part of the yuck. Intel tells meof that is not just standing by your philandering husband and you turned your head. If in any way she was married to a man that was near that, that is an ugliness you have not seen anywhere, and i would be worried about that. Mark so they both have advertising, they both have surrogates, all kinds of ways to get at the message. But in terms of candidate skill, who is a better political athlete in defining their brand and going on the offense . Are they close . Donny they are close. I mean, donald trump is one of the best branding human beings, communicators, sales persons of all time. Put politics, business the guy blows me away. And i know donald, i am friends with donald, i could tell you his strengths, i could tell you his weaknesses. This in my career of following brands that includes nike and , following celebrities like madonna and politicians like obama, i have never seen a more clearly defined managed brand than this person. That is a people love. Mark one of the main reasons you think he has got a good chance here. When we come back, donny and i are going to examine the deep stake options of both candidates. Mark so here we are with Donny Deutsch talking about the candidate brands of the likely nominees, Hillary Clinton and donald trump. They will have three major opportunities to define themselves in the general elections. When they pick their running mates, at the conventions, and the debates. So there is not the perceptions and personalities to be considered. So lets start with trump. Before we get to actual physical human beings, what kind of picks do you think would suit him the best in terms of enhancing his brand. Donny he could either go deeper or do a brand expansion. The traits he has already, which is strong, masculine, protective, all of those things, or he can do a brand extension which would be a woman on the ticket, somebody who is more of a moderate in certain areas that extend his brand. I think there is someone on the top of his list, and that is tom ridge. He needs a security guy, a guy inside washington. He was a congressman and a governor. He needs a guy that looks a certain way. But was great about clintongore, he did not need another southerner, but they were two, real goodlooking southern guys, and i think he fits and guess what . He is a part of the swing states. Mark the other thing about tom ridge is he has a bluecollar background. And a veteran. Donny i always say, what do they look like on stage together . You can see the behind the scenes he has the ability to say, donald, how you doin, man . Mark i dont think he is prochoice. He could get away with it, some could. The guy is a great campaigner, National Security credentials, and i think there is also chance he will pick someone that does not have serious National Security credentials. And trump has said as much. Also, ridge knows washington and he also has a state background, very valuable. All right, talking about Hillary Clinton from eight branding perspective. What do you think she should pay court whatever to help her brand . Donny does she deepen the brand or extend it . I think she will do a brand extension. What do we say about hillary . Yeah, she is boring. So what do you do . I go castro, get a sexy, young hispanic. Mitt romney got most of them. Basically, you now have a young, appealing, hispanic male on the ticket, and i think that is her nail in the coffin. That is her first choice by far. I think a boring choice, in terms of brown from ohio, i think you need castro. Mark here is why i do not agree. Ridge is qualified to be president , no one will doubt it. Castro has a great future but i , dont think you could pass him off today is ready to be president. I dont think you want to take too great a risk. You ruin the brand that says we are ready. When you pick a guy, and with all due respect with the career he has had, it is risky for him as president of the united states. Donny with tromp, if you put a more riskaverse candidate there , whereas hillary is there. You are not thinking i dont think people are thinking about one gunshot away, god forbid, they vote on the overall gestalt mark of the people. But here is a reality. Trump will make his pick late. He may make it at the convention. The Democratic Convention is the next week. That gives clinton a small window. She needs a really big wild pick. Otherwise you are talking about trumps pick which makes hers. Wowver trump picks is donny . The more logical picks, the more blocking and tackling, i always go is a really visually. She needs sex appeal, she needs newness. I dont know where else to go. The other thing she could do was pitbull, like andrew cuomo. She is obviously not picking andrew cuomo, obviously, but some kind of pugnacious streetfighter. That would be hurt streetfighter. But then it makes her look weaker because mark i dont have a name yet, this is based on reporting. She may find a prominent republican to join her, maybe even a republican woman. That would be a wow pick. Republican, a woman, and doubling down on historical this donny . Give me a name. Mark i dont know anyone who would be doing it yet. Maybe a female business person. Any female would shake up the race. Donny not warrant. Mark she wants someone she can work with. I dont think Hillary Clinton can spend four years working with elizabeth warren. And the wow factor would be huge , and it would emphasize that said we know is going to be a fake factor in philadelphia big factor in philadelphia. This is trumped territory. Donny if she can find someone like that, if you can pull it off mark there may be some retired senator, of governor. Donny so in theory, that is great. Name three. Mark i am working on it. Donny even theoretically. Mark if Nancy Kassebaum were around, that would be a fine pick. Donny how about opera . Mar