toompblts, >> tonight, jackie collins. what's rude sex? >> well, you don't want me to tell you that. >> it's a late night show. and her equally fabulous real life. >> i have a man for every occasion. >> plus, gloria estaban. and her dream of cuba. >> my dream is to sing in a free cuba.

>> i would probably sing "man in the mirror" which is a killer tune. >> and steve stout, author and go-to man for hooking up hip-hop with fortune 500 countries. we'll hear how he makes celebrities into cash magnets and how president obama can get re-elected. and offered me some advice. >> go a little hair spray. >> you think people would buy hair spray from me this is "piers piers tonight." >> jackie collins has sold over 400 million copies of her books. and if you've read each one of them, you know this, she is no shrinking violet. jackie collins joins me now.

what a great talent. look at that, "goddess of vengeance." what i like about the dynamic now is your sister isn't here to grab all the attention like she did last time. >> oh, come on, piers. you know you used to watch her on "dynasty" when you were younger, doing up thinkable things. you read my books when you were younger? >> i did. let me ask you about this. there are lots of women kicking ass out there. michele bachmann, sarah palin, characters like this. what do you make of them? >> i don't make a lot of them. i think that, you know, they're coming out with ridiculous sentences and ideas. and i can't get with it. i mean, i want the democrats to stay out of my -- where i want them to stay out of my? my wallet. and i want the republicans to

stay out of my bedroom. i'm right down the middle. i'm an independent. >> i find the fascinating thing about american politics is no one is sure which way the republicans are going to go. they have mitt romney or jon huntsman, the moderate candidates who are presentable and assured and they're not threatening. whereas you have the tea party who are gathering momentum, have a huge following, whether it's rick perry or michele bachmann. but there's a sense of what would we be getting ourselves into if they governed the country? >> what's so interesting is you are what you look like. if george clooney got up tomorrow and said i want to be president of america, the women in america would vote for him. you know that's true. >> it is true. and you can do a lot worse than george clooney. what do you think of barack obama's performance? >> i'm not that happy with it. i don't think anybody is. interesting, living in the heart

of hollywood when people said he's going to change everything, he's hope, he's hope. but he's not. it's just not happening. i think he's not experienced enough. i really was a mccain fan. i thought he was great. >> could anybody really have taken over when barack obama did and done much with the economy? it was so catastrophic. has he realized it's going to take years and years to repair the damage? >> yes, but you can't whine about the last person who was the president. you know, you can't do that after two years. you've got to do your own thing. and i think he can get it together, maybe. i don't know. but i don't see anybody who is going to be better, unless george clooney decides to run. >> how long have you lived in america? >> over 20 years. but i used to come here all the time when i was a teenager. it's my second home. i love hollywood and i've been writing about it since. in "hollywood wives," that was

based on my life here. >> what do you love it? >> why are you here? >> i love it, as well. i love new york. >> i love the beach, i love the fact that you can go to the desert, you can go to palm springs, las vegas and gamble, ski flg the mountains. there's so much to do here. >> and all the big stars tend to live here or near here. >> and as a writer, i go to a lot of parties and i like to be an observer. i'm like an anthropologist crawling through the jungles, watching what goes on. >> who was the single most charismatic male star you've ever met? >> that's a very good question. marlon brando was fantastic. when i first met him, i thought he was so interesting. he would have been a great politician. >> didn't you and marlon have a little bit of --

>> you can read about that in my memoir. >> are we talking fling? >> i was like 16, so we won't get into that now. >> just without getting into the detail, was it -- >> it was everything you would think it was, yes. >> i want to talk to you about the behavior of some of the politicians this year, from a sex point of you. there seems to be a run of quite extraordinary, even by politician stories, weiner gate for example. >> it's absolutely unbelievable. >> did you understand that? did you grasp why a man would behave like that? >> as a man, what would you say about it? >> i think modern technology i guess has led some people like him to think that cyber friends are, i don't know, maybe a safer form of adultery. >> you're on twitter all the time. can you imagine doing something like that? >> no. >> can you imagine standing in front of a mirror and photographing yourself? >> i wouldn't have communication

with anybody that i didn't know. that's what i found extraordinary about a politician. you just don't know who they are. >> he's talking to women and photographing himself. i mean, you just don't want that man to be in a position of power, because how can you trust him? it's like clinton when he got up in front of the world and say i did not have sex with that woman. what did he call it? >> in clinton's case, he is now remembered ever more fondly as one of the great presidents and people mourned his departure from the stage. they wanted him to carry on. >> because people love sex, drugs and rock 'n' roll. >> do people care about politician's sex lives, does it matter? >> i think it matters. if you are the president of america that you should have some moral kind of standard that you're going to keep to and show people. because with kids in school, for instance, i write a lot about sex, but you don't have to pick up a book and read it. but if you're the president and

you say it wasn't sex and it was sex, you know, then the kids in school are going to say if he can do it we can do it and they are. >> you were pretty strong when arnold schwarzenegger came out with the nanny gate. >> why wouldn't i be? he's living in a house with his beautiful wife and he's screwing the housekeeper? and having a baby with her, which he knew about. so i wrote this peace where i said to men in general, zip it up. because i'm -- i've been called a raunchy moralist. >> so you believe in raunchy moralist -- your books are all committing adultery. >> that's life. there's great married sex, too. >> many people in your books

have torrid affairs. >> of course, because that's what i see around me. >> are you not quietly encouraging this behavior? >> no. >> people read your book and say that's a good idea. i want one of those affairs jackie collins is writing about. >> they do, and i get great tweets from married people who go, oh, my wife was reading your book and we were on our honeymoon. and i thought, this is great and we had a fantastic time together. so i think i inspire people in their sexual lives because i write erotic sex as opposed to rude sex. >> what's rude sex? >> i don't want to get bleeped. >> what i think is fantastic about you is i have no idea how old you are. if i were to pass you in the street, i would guess around 50. >> right. >> i know that can't be true. >> where are you going with

this? >> how do you look like this? how do you preserve yourself? >> i'm a one-man band. i get up every morning and life is an adventure. i don't know what i'm going to do. i have a passion for writing and i think in life if you do what you love to do, it reflects in your whole personality. but i can't be a woman -- i play ping-pong and i swim in my pool and lift weights and that's and all ado and eat whatever i want. i'm a chok aholic and tv aholic. you see all these girls that go to these award premieres and look fantastic and in these beautiful gowns and you see them the next week, and it's like, what did the cat bring in? they spend their whole life. >> joan's big secret is she never goes in the sun, and hasn't since she was 21.

>> she is in the sun all the time. >> but under a big hat. >> when i first came to america, being english, i threw myself out by my pool every day. i had the most glorious sun tan. after two years, i thought this is the most boring thing i can think of. and i can't be bothered to go in the sun now. >> 400 million books you've sold. there can't be many people alive that sold more books than you. >> i know. but i have been doing it for a long time. >> what is the secret for continuing to write books that people buy in such numbers. >> i think it's because i write characters they are interested in. she's a character that women take power from.

i get so many tweets and letters from my female fans who go, i broke up with my boyfriend and i was going to lie on my floor and cry and sob. then i thought, what would lucky do? then i thought, screw it, i'm going to do what she would do, because women have to look after themselves. they have to have a career, they have to have a passion in life and they can't live their lives through a man. i think that's so important. my message is girls can do anything. i was expelled from school at 15 and i achieved all this by myself. >> twlen we come back from break, we'll talk more about the book and more about writing. you still hand write these things? >> i know. >> it's not even victorian. my name is robin. i'm a wife, i'm a mom... and chantix worked for me. it's a medication i could take and still smoke, while it built up in my system. [ male announcer ] along with support, chantix is proven to help people quit smoking.

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jackie collins, this is my everyday life. you know what i mean? hanging by the pool with a few people. you know what they say, whatever happens in vegas, stays in vegas. well, what happens in my house, stays in my house. >> just an average day in the life of jackie collins. it's not been bad, your life? >> well, you know, it's been ups and downs, piers. everybody looks at me and think, oh, she built a house in hollywood, she's written all these books. but i also nursed two men through terminal illnesses and i know there's a lot of people who are going through this same thing, which is one of the reasons i'm going to write a memoir because i believe in celebrating people's lives when they go, as opposed to mourning

their deaths. >> what is the -- what is the best way to deal with a terrible tragedy like a loved one, a husband or partner that you lose through an appalling lengthy illness. having been through this, what do you recommend to people? >> there is no best way to deal with it, but you have to go on. i mean, people have to survive after they lose loved ones. and i think you survive by remembering them in a very good way, remembering them. pictures are fantastic, to have a lot of photos of them, to always have good memories and think good thoughts and not think about the bad times. perhaps when they were very ill and angry, you don't think about that. you think about the good times. i know there's so many people out there who are living with people who have terminal illnesses and i can only say, just have courage and go on because it will be over one day and you can just celebrate their life. >> are you still on the dating

scene? >> i live my life like an affluent bachelor. >> i love it. what does that mean? >> it means when i was a kid growing up, i used to read my father's "playboy" and i used to see these guys with fabulous cars and fabulous apartment and great sound system and they could do whatever they wanted to do. i've been married and engaged all my life. so when i lost my fiance, i thought i want to live my life like that. i want the fantastic car and house and do what i want to do, whenever i want to do it. >> is there a constant stream of toy boys? >> i'm not into toy boys. i have a man for every occasion. >> how many occasions are we talking here? >> oh, well, that would be revealing too much. >> do you love men or do you deeply distrust men? what's been your overview of the male species? >> i think men are fantastic. some of my best friends are men.

but men are really little boys. they love their toys. you've got to feed them and you've got to keep them warm. i was going to say something rude, but i won't. just treat them as though they are the most precious thing in your live if you're with somebody. that's why i believe in being faithful. >> should women ever fully trust the man they're with? >> no, you can't trust a man. there's too many temptations. look at you. you're on a big television show. you're nice on this show, you're horrendous on the other show. >> honest is the phrase you're looking for. >> but you must know that women throw themselves at you. >> it's a nightmare. >> he says with a smile on his face. i've got a lot of famous men friends and i've watched it so many times. there was this one woman in london and she was very rich, married to a very rich man. but she would go off to every

celebrity. my husband owned nightclubs and she was come in and they all succumbed to her except michael caine. he said, when would i want her when i've got shakira. >> this book has been a best seller. >> number one in england. >> how many copies do you think you'll shift of this one? >> i like that. it's like, shift. my twitter fans are going crazy about it. >> what is your twitter address? >> jackie j. collins? what is yours? >> @ piers piemorgan. >> i follow you, i should know that. >> we all learned sex from you. how do you feel about that? >> i write good sex. >> it's been a pleasure. it's a cracking book and i love this title. you just want to read it.

it's been a real pleasure. thank you. >> thank you, piers. ires does ford buy every year? over 3 million. you say you can beat any advertised price on tires? correct. anywhere? yes. like this price? yes. riously? yes what about this one? i'll beat it. this one? s we will. right, i only have one more question for you...this one? (laughing) yeah. get $100 rebate when you buy four tires. 100 bucks! only at your ford dealer. 3 million tires. 11 major brands, fiona's kind-of-nice. i don't know why you're not here. and here's what we did today: supported nearly 3 million steady jobs across our country... ... scientists, technicians, engineers, machinists... ... adding nearly 400 billion dollars to our economy... we're at work providing power to almost a quarter of our homes and businesses... ... and giving us cleaner rides to work and school... and tomorrow, we could do even more. cleaner, domestic, abundant and creating jobs now. we're america's natural gas. the smarter power, today. learn more at anga.us.

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gloria esteban is one of the top 100 best selling musicians of all time. she sold 100 million albums, won seven grammys and her latest allium is "mislittle havana." >> thanks for that statistic. i had no clue. it's very nice to hear. >> we go back a long way.

>> a long way. >> the last time i saw you, and this is terrifying to me, was 20 years ago on your home and star island in miami. and you were recovering from that terrible back injury you had when a truck hit your tour bus. and i think even then you weren't quite sure how that was all going to play out for you and your career and your family and everything. so i suppose the obvious question for me is, how's the back? >> i'm titanium reinforced, feeling great. i still have to work out quite a bit, but it's fantastic. the reason 20 years are terrifying for you is because you don't have a 31-year-old son like me. >> i have an 18-year-old son. when you hit those landmarks, it is scary. >> that's where you see time going by. but i feel great and strong and life has been good. i've enjoyed it. so when you see the kids growing and becoming adults --

>> to say that you have aged better than me is the understatement of the millennium, gloria. tell me about this new album. this is the first english speaking album in how long? >> since 2004. i didn't plan on going into the studio, we've never done music when we need to do it. we have to have an idea and something creative going on. via our train er, the idea came from him. he had written "little miss havana" for me and he said i have an idea for a project. i thought it was a great idea and thought if we would click well, then things would flow and that's exactly what happened.

it's a very intimate process. >> i met him once. he's very smart, good sense of humor. he had a great self-confidence about him and knew exactly what he was about. he was very political. i remember having a long discussion about the iraq war and so on. what is he like to work with? >> i have to say, it was a very natural and beautiful process. you're a little weary when you start working with someone, it's very intimidating. but we clicked. we had a lot of fun, discussed a lot of things in between the takes and writing and it was a family affair, because he had his son, rocket there, 2-year-old old, his fiance, his entourage and my daughter whoa thought it was the best master class she could ever have, would come after school and hang out and watch us. we're in the middle, writing away, ignoring everything. it was wonderful and i think we got something very cool. we were recording while writing,

which had a raw feeling on the record. we found our character, and i had fun with it. >> tell me about the continued impact, the extraordinary upbringing you had and in particular the influence of your father through your life and career. because the more i've read about him, the more fascinating he becomes. he comes over to america with your mother, and he -- the first thing he does almost is he gets sent to the bay of bigs. he's one of the guys sent by kennedy to try and overthrow castro, one of the cuban rebels. what a moment for him, for your family. you didn't know what was going on, he just left a note to your mother, right? >> they weren't sent, they were volunteers. the invasion was on his birthday, april 17. he was turning 28 years old that day. he had been a police officer in cuba and was actually at the

presidential palace. he was a very good looking guy and very moral, he was never take free cigarettes or apples. so they chose him to be the escort to the first lady. he wasn't a bodyguard, but he was a motorcycle escort. his father, who was in the army, didn't want him to be in the army. so he ripped up his papers without telling him. he told my mom, we're in trouble, the president left the country. he said i have to go back, that's my job. so they put him in jail, then they let him go, because they hadn't done anything. but they made life impossible. he told my mother, i have to get you out of here. this is going to get very nasty and we need to do something about it. he came to the u.s. and they went in search of support to go back to cuba, bay of pigs. we all know how that turned out. >> how old were you at the time? >> just under 2 years old when we came. >> so you have no memory of this? >> i have memories of my father,

his smell, the night he left, the day he came back from the bay of pigs. and then he went and joined the u.s. army because they told him that if they learned intensive english, they could come in as officers. he went into vietnam, agent orange poisoning. he was fighting for freedom. that's why he went to vietnam, why he went to bay of pigs. he sacrificed a lot for his beliefs and his ideals and that sticks with me very much. >> how much of your huge success did he get to see? >> none, actually. because when he came back from vietnam, i was about 13 years old. and he went downhill very fast. he died at 47. my son had just been born. at that time, he wasn't aware. the day of my wedding, i went to the hospital. at that point he was already in

the hospital, and that was the first time in four years he said my name when he saw me in my wedding gown. but he didn't recognize a lot of people. i learned to play guitar for him. i would send him tapes to vietnam reel-to-reel tapes. he bought a tape recorder for him and for us. it was his idea that he would record tapes for my mom and my sister, because she was like two years old. so he would talk to us and i would send tapes playing my guitar. he would play them for his friends and cry. >> amazing. what do you think he -- given he knew you were musical, what would he have made what has happened to you. >> i never listened to those tapes, because it breaks my heart. on a television show, they were doing a this is your life thing in spanish and they put up the picture of my father and put in

an excerpt to me from he says from vietnam, gloria, you sing so beautiful, my love and i'm sure one day you're going to be a big star. and that killed me, because i never heard him say that, because i hadn't listened to those since i was 12, 13, 11. >> have you listened to any of them since? >> no, i can't. it kills me. i can't do it. >> we'll come back and talk to you, i went to get dirty and political with you. >> oh, boy. >> i know you're a fiery little number when you want to be. >> oh, yeah. ask emilio about that. my mother made the best toffee in the world. it's delicious. so now we've turned her toffee into a business. my goal was to take an idea and make it happen. i'm janet long and i formed my toffee company through legalzoom. i never really thought i would make money doing what i love. [ shapiro ] we created legalzoom to help people start their business and launch their dreams.

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♪ so tell me about weppa. what does it mean? >> absolutely nothing. it's like, wow. like, if you're a little tipsy and you're dancing, anything that's a great thing or a bad thing. but it is not a dirty word. >> did you scream "weppa" when president obama became president? >> i did. >> what did you feel in that

moment? >> it was transcendent. i was really happy that this country had moved to a level where we could put someone that was part of a minority in power. i think it was a big change and i was happy to have lived it. >> do you think it's more likely there will be a hispanic or latino president? >> i'm sure. now that that barrier has been broken a little. everything is a middle. you always go from one extreme to the other and politics is that way. but we have a better shot for sure now. >> you had a fund-raiser for obama, so clearly you're attached to him. if you were being critical of your friend, barack obama, what would you say? if you had him here now and you could say, i'm your schoolteacher, here's your report. >> let me give you an interesting take on that. first of all, i've never given one cent to any political campaign, so although the

fund-raiser was in our home, we have never contributed to our party. we're nonaffiliated, both of us. i had a really kind of special reason to want to have the president right there. these amazing women that are marching in cuba and continue to do so for the freedom of their loved ones unjustly imprisoned, journalists and writers and people that started speaking against the government, were getting beat up and i wanted to hand him letters from the dissidents and i wanted to have direct access and he did. we spent quite a bit of time before the fund-raiser happened. giving him all these things, showing him the pictures. subsequently a lot of these men were released. but it was a big honor to have the president of the united states in my home. >> amazing. >> it was quite something. although i caught some heat from it, i would gladly do so.

i was very proud that he got to become president as we talked and. how would i be critical? it's hard to be critical, because i spent three months in the general assembly, the 47th general assembly in the u.n. and it's a miracle anything gets done with any government because it's such a monolith and people sometimes don't realize how difficult it is to get change to happen. and how little power the president's office has, by design. the last thing we want in this country is someone with so much power that they can literally make those kinds of changes. but i think he's doing a great job. he inherited a lot of problems. i think that every president from now on is going to have a tough, tough road, as did president bush with 9/11. >> you've told the world, when you see what used to be called emerging countries, china, india, brazil and others really

coming now very fast superpowers in their own right, when you see that are you excited for that potential or, like many americans, do you feel slightly intimidated and threatened by that? >> no. i have a very global view. maybe because i've traveled the world throughout my whole life and i've felt comfortable wherever i've gone. i think that's the future. as we see, we were talking off camera about twitter and social media. look at the changes that have been brought about by social media. this is the power of the people. >> have you fired your publicist yet? there's no point to have a publicist anymore, just get on twitter. >> no, my fans are my publicists. they're great. i still have a publicist, but he's in house. >> the one change ththing that' changed in your life is you've always had the same guy. he doesn't look a day older than the last time i saw him.

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♪ let's talk about emilio. this man that you met in the '70s, you fell in love. first proper boyfriend you had ever really met. >> only boyfriend. >> only boyfriend you've ever had, you married him in 1978. >> he found the only virgin left in the '70s by pure chance. it's true. the '70s were a hot time. you know? i was like the most calm of all my friends. >> how come you fended off what presumably was a long list of males? >> there were no male admirers. like i told you, my dad was ill at time, i would go from school

to take care of him. when i joined the band for fun out of high school, i was 17. i didn't plan on getting married period. it was not in my realm of thought. i was going to go to college. i had a psychology major and french minor. i had been accepted to paris and decided i was going to be a diplomat and study international law. so that was my plan. it just happened very naturally. we got together. we fell in love. we spent two years. it's funny because the first time on july 4, 1976, and i'm not going to forget this, we were playing a gig and we weren't dating or anything. but he said i'm going to take you in the van because that area of town is iffy. he turns to me and says, you know, i bet we would get along well if we got married. and i said yeah, we get along

well. but that was emilio beginning to tell me he had an interest and it was serious. sure enough, we started dating. he never mentioned marriage again until he gave me my ring on february 12, because he couldn't wait until valuentinva day. but we clicked and our priorities are on the same page. >> how did your priorities change after your accident? there must have been moments there where, a, he wasn't sure if you'd even survive. >> yes. >> and then would you ever walk again, you were told you may not walk again. >> exactly. >> how did priorities change after that? >> our priority has always been our family and that's why we were all together at that accident. at the time he only had my son, he was 9 years old. but quite honestly i wasn't thinking of my career when this happened. all i wanted to do was to be okay and be independent. my father was in a wheelchair for many years so it was very clear what my family was going

to go through which made me really throw myself into the rehab. i spent six, seven hours a day in rehab. if i end up in a chair, fine. i end up in a chair and i'll be playing basketball or whatever you can do in a chair. >> when was the moment you walked again? >> i walked again in the hospital after they reconnected me but not by myself. it was two weeks after and i literally had to be almost held up by somebody on both sides and taking baby steps like an inch at a time and i couldn't sit up, lay down, someone had to do that for me. and emilio did not leave my side for three months and he's electric. so for him to be stuck at home with me, he wouldn't sleep, because i couldn't sleep more than 45 minutes, he would have to get me out of bed, walk me around, flip me over, sit me up, bathe me, and he was there for me 1,000%. >> that's true love. >> yes it is. >> do you dream of the day castro is gone and you can go back to cuba. >> i don't think i could ever go back to cuba because my home is miami.

i've been there since i was 2 years old. >> wouldn't it be for the sake of your father, for you to fly into cuba, post castro, to complete really the job that he started? >> well, i'll tell you this. my dream both on a personal level and on a professional level, professional level to sing in a few cuba. to share my music with my people. i've sung for every kind of people there are. and even in miami i'm still considered a cuban exile so it's not -- they don't say miami in gloria estefan, it's always cuban exile gloria estefan. i can support in any way i can but i don't want anything from cuba. i want them to be free and to enjoy the things i enjoy. >> thank you very much, or should i say -- weppa. >> even the english can say it. [ male announcer ] this is lara.

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starmaker behind the careers of eminem, nas and mariah carey, also the author of "the tanning of america, how hip-hop created the culture that rewrote the rules of the new economy." steve joins me now. what does this all mean, the tanning of america? >> tanning of america is a term i dubbed that represents the process of the next generation of kids that no longer see color when they see each other. they see each other through shared values but they don't look at each other in segment through color.

>> how much of that is done through social networking? >> i think social networking did a lot to help intensify the phenomenon. but i think the phenomenon started many years ago through music. and i basically get into that hip hop culture allowed for that sharing to take place. because everyone had a place to go to that they all responded to. so the clothing, the language, the bling, the rims on your car, it all came out of the culture of hip hop music. >> your big thing is kind of taking established brands and putting them together when nobody else has seen this and you've done it in an incredibly successful way. what about barack obama? if you were marketing him right now to win the next election, given all the woes and problems he's facing, what would you do? >> i -- i honestly think that he should speak to what he did with capturing osama bin laden. i don't think that ever got as much credit that he's deserved.

the world was in fear. and he did a lot to close that gap. i think that you know, he should speak about what he inherited. he inherited a financial mess. i know everybody's expectations that his hope and promise would resolve it quicker than it did. things were so bad. people want instant gratification but it took eight years minimum to cause that mess and they want him to solve it in 2 1/2. and it's tough. and i feel for the fact that he has these head winds in front of him and you know the republicans are doing a very good job of painting that picture, like what did he do. >> let's talk brands here. because you've been involved in some of the most successful brands in entertainment and sport the world has ever seen. what individual do you think is at the top of their game? >> i think beyonce. >> i totally agree with you. >> i think everyone in the world feels the exact same way about beyonce. she's a beautiful person, happy she's a mom, she manages her

brand very well. >> she had, when i interviewed her, she just exuded extraordinary self-confidence. without ever moving into arrogance. >> one of the sweetest people. >> gentle. gentle, humble, but also very aware of her talent and how best to make it, would. how much of being a great brand is likability? >> well, it depends on who you are, right? because some people love their brand to not be liked. they actually find popularity in not being liked. like a guy like the boxer floyd mayweather or in wrestling, characters like hulk hogan. they would go and create -- be the bad guy and everybody just liked the bad guy. and it was just there to cause more public interest. so i think that's also another -- you could actually purposely want your brand or want your brand to be negatively perceived as a way to gain attention. >> it's to me, a brand is -- has to be completely carefully nurtured. if you look at someone like

tiger woods, there was the number one sports brand in the world for years. >> yes. >> a guy who just came into a predominantly white sport and just took over, dominated and it seemed like at one stage no one would ever beat him again and he'd be the greatest sportsman probably america had ever seen. then it all went catastrophically long in about three weeks. >> it was longer than three weeks. >> in terms of behavior, yes. but in terms of exposure and collapse. >> the lying. >> why did his brand collapse? >> you cannot lie to the media. he was -- i don't, you know, i don't drink, i don't smoke, i don't curse, i play golf every day, i'm the perfect athlete. period. and that was the model that was set out for him, that was the archetype, that was the mold he was going into, and when they caught him having loose activity and then everything started falling apart, it was like, wow. you are really, really a hypocrite. and i think that was the issue. that's when the whole thing fell apart. in the book "tanning" i speak

about -- i left the record business. i used to run record companies and i went to the advertising business at 29 years old. so i got a chance to see guys, the artist create great content and then you got a chance to see the advertising business where you commercialize that content in hopes to get market share and sell consumers. so you get a chance to truly understand people who control their brand. >> who are the smartest people you've worked with in terms of that? >> jay-z. very intelligent, controls his brand, and i've seen him go from both industries and transition very well. and honestly, lady gaga, very much control her brand. she understands the way people perceive her. she -- exactly the way we see her is exactly the way she wants us to look at her and that's the job of a great artist, a great entertainer. somebody who sees themselves as a brand, beyond the music. you've got to transition beyond the music and be bigger than the category. >> if you were put in charge,

say barack obama is watching this. >> oh, we're back at barack obama again. >> i want to put steve stoutt in charge. >> i would tell him to read the book. >> assuming he reads the book and he puts you in charge of rebranding him, remarketing america, incorporated. what would you do to get this country back on its feet? >> i think we need to -- we don't have the -- our export, our cultural -- our biggest export was our culture. our movies, our stars. we had that. i think he needs to spend a lot more time focusing on not -- you know, who we are as a brand. the financial power, the intelligence. the auto making ability of the country. we lost that. we lost the swagger that we had. you know, in the '60s, in the '50s. the diversity of america is a strength of the country and i