Welcome to Arm Brand with Donnie Deutsch and I am Donnie Deutsch and this is the

podcast that's dedicated to a simple podcast that everybody and everything today is a brand.

Every corporation, every product, every athlete, every celebrity, every politician, every

movement, every cause is a brand.

And what we do on the show is two things.

First, we interview a person about their own big personal brand

that breaks on Thursdays.

This week, it's the BBC Anchor, Caddy Kaye,

she's also a morning show regular, you know her if you watch Morning Joe and she's got a lot to say about a lot of things, brilliant, brilliant woman.

And on Tuesdays, which is today we're recording this, we drop, we call our brand of the weeks.

These are our brands that are shaping the Cykites, which brands are up, which brands are down.

We do it on Morning Joe now, it's called Brand Up, Brand Down on Morning Joe.

We call it Brands of the Week here.

And let's get right to it. Obviously first huge brand down for

Donald Trump indicted this this past week on 37 counts. What had been

known as the documents case, classified it, is not going to be known as the nuclear secrets case it's it's an interesting kind of branding shift where you know you just say okay classify documents. Oh, you know he withhold them he obstructed justice. He took them now, you know, he withhold them, he obstructed justice, he took them.

Now when you know that the degree of sensitivity of the documents that they were nuclear

secrets, it just kind of adds an extra kick, if you will, to it. And you know here's the other thing also I want to say about this case

One more idiot says to me. Oh, well this helps is cause people will kind of double down on no it doesn't

There's not one swing voter or one

independent voter or one suburban voter who left him that's going back to him

because he was indicted. That is the stupidest argument I hear from people where

...