in last few session. less exposed international markets. [closing bell rings] liz: russell, a comeback, working hard to come back. that will do it for the "claman countdown." you have a lot "after the bell." you guys have to stay and listen. melissa: what a way to end the week. the stocks staging a comeback in the final moments of trading. the dow closing the session. where are we? looks like we were down 74. had been down 400 points earlier. nasdaq firmly in the green. i'm melissa francis. david: i'm david asman. happy friday to all of you. here is a look at 30 dow stocks. boeing and caterpillar among today's losers, accounting more than who% of the dow losses. why the dow was done and s&p up. both directly affected by the proposed trade tariffs. straight to trading floors. phil flynn with oil and gold in chicago. nicole petallides at nyse.

nicole, the fact that s&p was up because it's a much broader index. just a couple of those stocks will get hit hard by the tariffs are what brought the dow down. >> that is absolutely right. i just had that exact conversation, to your point, name like boeing and caterpillar really weigh heavily on dow jones industrial average. so that couldn't squeeze out the gains but we did see the s&p 500 move into the green throughout the day. the back half of the day and nasdaq as well. russell, small caps, really killed it. it is up 1.7%. so worries about the trade war, people are talking about this but you didn't see the market fall out of bed. it came up off the lows. down nearly 400 like melissa said, we came off the lows of the day. for the week, not as bad as it had been. roughly 3%. s&p 2% and nasdaq down about 1%. dow down four days in a row. we haven't seen that since mid-september. the steel-makers and aluminum-makers finished for the

most part to the upside. the worries are about u.s. companies pay more for raw materials such as boeing and caterpillar but just what other countries will do to retaliate. let's look at two losing retailers, jcpenney and foot locker. both reported tough quarters. foot locker down 12%. jcpenney down 5%. there were plenty of winners. gap, macy'ss sears, fossil. we'll see what happens next week. back to you. melissa: nicole, thank you so much. phil, oil dropping more than 3 1/2% for the week. we're getting warnings about a gas spike price though? >> we're seeing this market come back a little bit because of the concerns that these trade sanctions if they to through will put a tax on oil that means, gas, production, means anything, could slow down production. at the end of the day if you look at the big picture there is concerns about inflation in the marketplace. that is why gold did extremely

well today, up over $20 in the big picture. it is kind of a double-edged bullish sword for this comeback in oil and gold with this rebound in the stock market. i think what is happening now, the market is trying to put the potential tariffs in per speck. that is very small part of the gross domestic product, less than a quarter. it may not be a big deal that the markets made it. we'll see robust demand for oil and commodities as well. melissa: it might be a opening salvo in negotiation of some type. we have our fingers crossed. thank you, phil. david: we hope you're right. selling tariffs, president trump's chief lieutenants were sent out to defend the steel a aluminum tariffs. adam shapiro live with the latest. hi, adam. reporter: very interesting day, david, you're hearing republicans opposed to the tariffs but hearing from democrats who favor them. hear what transpired today, the president tweeting early this

morning, quote, we must protect our country and our workers. our steel industry is in bad shape. if you don't have steel, you don't have a country. then commerce secretary wilbur ross was on the fox business network today and he was defending the tariffs which will become official next week, the 25% tariff on steel, 10% on imparted aluminum, saying it is really not going to be a big deal, added cost to u.s. consumers. here is wilbur ross. >> what they were doing was profiteering off dumped steel. that is something we're not going to tolerate because it costs american jobs. everybody talks about the price but what about the jobs? reporter: yes, people do talk about the jobs and the price, among them are republicans. republican leadership like orrin hatch, senate finance committee chair, who said this, because he doesn't think it's a good idea to do these tariffs. >> it will turn around and bite the american citizens with much higher taxes, much higher costs

and and it is going to discombobulate our whole international trading system. so i'm very upset about it as you can see. reporter: david, melissa, democrats from steel country, sherrod brown, from ohio who favor what the president is doing. brown put out a statement, this welcome action is long overdue for shuttered steel plants across ohio and steelworkers who live in fear their jobs will be the next victims of chinese sheeting. back to you. david: sherrod who may ron for president in to 20. adam, thank you very much. melissa. melissa: countries all over the world are responding to president trump's tariff comments. rich edson at the state department. rich, i can only imagine what other nations are saying. reporter: well, melissa the response was swift and harsh from allies, adversary, trading partners, many of whom are threatening to retall eight if administration follows through. the specifics from european officials, they're doing

politically in type of retaliation, talking about wisconsin cheese and harley-davidson motorcycles manufactured in house speaker paul ryan's district. kentucky bourbon comes from the home state of senate majority leader mitch mcconnell and orange juice from the state of florida, the swing state of florida. much of that from the european union. they are promising swift action on this. >> we're strongly regret this step which appears to represent a blatant intervention to protect u.s. domestic industry, not to be based on any national security justification. protectionism can not be the answer to the common problem in the steel sector. >> china, iron steel association said quote, what an extremely stupid move. a desperate attempt by trump to pander to voters which runs

counter to his america first pledge. the u.s. is now setting a very, very bad example. those are governments. as for international businesses, hearing out of sweden and appliance maker electrolux, they say they will hold off on a planned quart billion dollar investment in the state of tennessee, because they're concerned about increases in steel prices as a result of all this. european governments, governments from around the world are responding to this, working diplomatic channels to counter this move as we wait to see what administration may come up with next week. melissa: like he said we're leaving nato. i just, i don't know. i don't snow. i don't believe it, rich, thank you. david. david: here is carol roth, former investment bank, jack hough, "barron's" senior editor and kristen tate, "the hill" editor. you look at dire talk, market down only 70 points. the s&p and nasdaq were in the plus side today. i'm beginning to think they don't think these tariffs will

go much further. tariffs do have a tendency to spread but if they can be contained is the market okay where it is now. >> we'll have to wait to see if they happen to begin with. it or is this a ridiculous bluff. just numbers on steel are not mane meaningful to the economy. what is meaningful you might have retaliation. you could have a trade war, despite what the president thinks that is not good. no one wins trade wars. u.s. steel is 8 billion-dollar company company. caterpillar is 88 billion-dollar company. business of making metal is not as important as making sophisticated machines from affordable metal. david: kristen, you're inside of the beltway, you're plugged in there. is this some kind of incredible bluff going on? >> i think a lot of the rhetoric is probably political posturing to pressure trump not to implement tariffs. tariffs would hurt u.s. economy in certain way. it could raise the cost of

goods, could lead to inflation. could hurt the job markets. american companies that use steel and aluminum to make products make up a much larger part of economy than raw material companies that trump is trying to save. david: just to get around the economics for a second, into the politics do you think this could be a shot across the bow and not directly at the ship of trade? is this just posturing on the president's part? >> look, it could be. the fact is we've been in a trade war for decades and sadly the u.s. has been on the receiving end of that trade war and we have done nothing about it. trump is the first guy to slip over the table, look if you impose tariffs on us we'll at least threaten to impose tariffs on you. action has to be taken. and you know, this is a strong move by the president. david: carol, how strong, do you think countermoves will be? we saw the markets oh seas tank this morning. do you think that continues is it? >> i the challenge really don't

know, when president trump tweets something we don't know if it is "art of the deal," stream of consciousness, if it is something that is going to happen. if it is something going to happen if it is isolationist, is it something causing a chain reaction. i certainly think, i'm a free markets person this, is a step in the wrong direction. tariffs are taxes. we know taxes do not encourage growth. if we keep moving in that direction it could have all types of effects on the global economy, on isolation. it is certainly not a right move in the right direction. if he has to do something, i would rather see incentive than a tariff. i don't think the government should pick winners and loo oozers to begin with. david: we've seen incentives. tax cut was a huge incentive. i'm wondering when the smoke clears, there won't be that much action, particularly counteraction from the foreign trading partners. >> if he goes through the percentages he talks about there certainly has to be

counteraction. david: what do you think they will be, specifically, jack. >> i think they put tariffs on things that hurt american trade. david: so these threats about orange juice and other products here may be ford through on? >> i'm not quite sure what it will be. the only thing wrong under the sun with steel is chinese dumping. we have many a at this dumping tariffs on china. there are better ways to go aabout this than across the globe tariff that affects everyone. the idea there is national security rick here, that gives everybody other country, chickens are a national security threat for us. let's have some tariffs. david: kristen, the fact is, we only get 2% foreign steel from china. so i mean if it's a shot directly at china, the national security threat they pose that is pretty small threat in comparison to all the steel we get from overseas? >> that's true but, if we were ever in a significant war, we need to be able to manufacture our own steel and our own

aluminum. that industry can't just exist. it needs to be strong. and of course -- david: by the way, nucor, nucor, which is the biggest steel producer in america had 25% increase in revenue last year. i mean, despite the fact that there was 15% increase in foreign sheilas year, they increased their revenue 25%. they're not doing bad despite all the foreign steel coming in. >> look. i know. i agree with carol here. i wish we could let the free market flourish. i think a lot of this is about sending a message to the rest of the world we want fair trade. look, if there is a trade war, it is going to hurt all economies. that includes the u.s. for sure, but trump is probably betting here there will not be full-out trade war. nobody wins a trade war. the fact that the u.s. has the strongest market economy in the world. and a country threatens to impose tariffs on us, they will cut themselves off from the our markets. that hurts them than it will hurt us. david: go ahead, carol.

>> i think that the better approach is for us to be partners with china. i think that if you go to china and you open up the opportunity for us to sell more into that economy that will do much more for america than getting in some sort of a back and forth, you know, tit-for-tat match here. it is just a bad strategy. i hope that it changes. david: although the market could have done a lot worse today. it was down 70 points. it was down 300 earlier. good to eyou all. have a good weekened. melissa: i don't believe it. david: you don't think he is serious? you don't think he is following through if. >> i think everybody has to think which he is crazy enough to do it. he said it would be better to negotiate with china. david: he does like the set the table. he set the table. melissa: you reset a negotiation coming out with totally crazy starting position. david: you pull the sheet out from all the glassware. melissa: tariffs pouring in from u.s. industries that rely on these products.

beer-maker, millercoors, oh, no, warning that you will have to pay more for your six-pack. the head the trade group representing america's beer-makers joins us. david: time to move on, former national security advisor, former secretary of state condolezza rice, a wake-up call for the highest-ranking democrat on the house intel committee. melissa: companies that are exploiting chief off the books labor for illegal immigrants. hillary vaughn went along with i.c.e. agents to see what the process is like first-hand. she will join us coming up. david: bad boys, bad boys. >> if you're not paying attention to your workforce, to make sure you will have a lawful and legal work force, you should be concerned. ♪is frank knowns northern soul, but how to set up a limited liability company... what's that mean? not so much. so he turned to his friends at legalzoom.

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melissa: federal government is shut down, oh, no. melissa: because of nor'easter with winds reaching hurricane strength in some areas. the amtrak suspended all service along the northeast corridor, and keystone service. thousands of flights have been delayed or canceled. severe weather warnings and advisories are in effect until tomorrow. david: it is no joke. melissa: whoa. david: hell of a storm. meanwhile the trump administration terror announcement rocking american businesses. some say it will boost domestic production and trade gap will shrink but critics say fees will hurt because it limits manufacturers access to some necessary tear materials. here with the reaction or own gerri willis. a lot of reaction coming in. >> david, unbelievable. the dow down on trade war fears. steel and aluminum companies were trading lower today after big update thursday.

the breadth of the selloff, showing how widespread use of metals are, campbell's soup, air conditioners, power boats. sectors hardest it industrials, financials utilities, basic materials. tech stocks swinging back and forth, ending up in the positive. corporations weighing in mostly negative though. here is what electrolux the vacuum maker had to say. we believe, this is a quote, tariffs will likely cause significant increase in the price of steel on the u.s. market. that will give foreign-made products unfair cost advantage to products made in the u.s. until we have the final order and can understand details we're putting commitment to invest 250 million in tennessee on hold. other critics the american international auto dealers association which says burden of the tariffs would be passed on to consumers. automakers gm and toyota sharply critical. toyota told this to fox business. quote, the administration's decision to impose substantial steel and aluminum stair riffs

will adversely impact automakers. the automaker supplier community and consumers. as this would substantially raise costs and therefore prices of cars and trucks sold in america. now, beer and boat makers, trade groups complain about higher aluminum price, makers of chemicals, air conditioners oil pipelines weighed in on the negative side of steel. economists say tariffs will boost inflation but wilbur ross, commerce secretary said the impact on prices well, no big deal. he estimated that the cost of a car would rise one-half of 1% while a can of campbell's soup would rise .6 of a percent. a can of coke, .3 of a percent. there is debate on impact on mile-per-hour workers. "wall street journal" steel using industry employs 6.5 people. steel-making industry is much, much smaller with just 140 workers. one study showing tariffs can

cost jobs. 2003 steel tariffs resulted in more jobs lost than had been employed in the u.s. steel industry as a whole. as prices rose, and economy weakened. david, back to you. david: we'll all get big lessons on economics over the next couple days. it will be very interesting. thanks, gerri, appreciate it. melissa. melissa: this is really serious. one industry impacted by the president's imposed tariffs, beer companies. david: oh, no! melissa: i know. here is jim mcgreevy, beer institute president and ceo. this is very serious. how is your industry impacted? >> melissa, thanks for having me. we estimate that the impact on our industry will be roughly $347 million in added costs to beer brewers and beer importers. melissa: how do you get it to that number? do you outsource that much teal? you don't buy steel here in the u.s.? >> aluminum is the biggest input for beer brewers in production of their beers. melissa: sure. >> we have estimated that the

tariff, which is 10%, excuse me, the tariff which is 10% will amount to 347 million-dollar tax increase. tariffs are taxes. they are job killers and prosperity killers. we as industry, along with many other industries concerned about this. melissa: some carmakers come back they don't source their steel and aluminum outside of this country. so they don't think it will be huge impact on them. that is the not case when it comes to beer cans? >> imported aluminum is very essential in making of beer cans and soft drink cans and many other products. so the downstream users of aluminum in particular are very concerned about this tax. melissa: yeah. do you really think people will drink less beer as a result? it seems like if you're committed to drinking beer you're probably going to do it. like starbucks, they have the pricing power because people are, you know, sort of addicted to using their product? >> 2.2 million american jobs are supported by vibrant beer industry.

347 million-dollar tax increase on that industry is going to of a affect, we think, our jobs and our industry and many other industries. one job in brewery accounts for 33 jobs, in 33 other industries. this is very serious matter for us, beer brewers, soft drink-makers, automakers, aerospace companies. we really hope the president and administration will hear our concerns and concerns of many others. >> so what would your response be? what would your industry do? others have threatened to maybe move the manufacturing outside of the united states. you could, i mean how would you respond? do you have people flying to washington to lobby right away? do you think the president fit serious about this? what is your response? >> well, i would say as beer brewers, as the beer industry, we are ready, willing and able to go over the commerce department this afternoon to talk to anyone who is working on this, talk to the white house. the president has identified a

problem. we think the solution that has been identified is one that penalizes certain industries to the benefit of one or two others. so talking about this and figuring out a common way forward would be much better than these tariffs. >> you talk about going to the commerce department. apparently the commerce secretary is hanging around11 buying soup cans. you can hang out there and take him to the beer aisle to let him know. jim mcgrief have, appreciate your time. david: jim mcgrief very has one of best jobs in america. beer institute? melissa: taste all the beer, is that what you're thinking? david: you think? every day. melissa: he is very serious. he was not joking with me. david: not at all. melissa: i was trying to joke it up. not receptive. david: this is very serious. remembering an american icon, hundreds gathering today to say the final good buys -- good-byes to reverend billy graham. we have details from the

services coming up. did the fbi break the law? devin nunez is pointing a suspicious finger at the bureau. the fallout is coming next. >> i do not expect the department of justice to investigate the department of justice, i just don't. i don't expect the fbi to investigate the fbi. but i damn well expect federal judges serving as fisa judges that conduct was not committed in front of them. ♪ re you decide, you should know that chevy silverado's are the most dependable, longest lasting full-size pickups on the road. which means that ford f-150s are not. (laughs) which truck would you pick? the chevy. the chevy. the chevy. there you go. boom. that was obvious. plus it looks cooler. no doubt about it. now they know what to get me. (laughs)

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melissa: condoleeza rice urging the ranking member on the intel committee, finish up the investigation an go on to. >> i know you have a really hard job, appreciate what you're doing for the country. i really hope you can wrap it up. the country needs to goat back to business. i think the american people are ready to move on. everybody wants to know what happened. as i said to congressman schiff, the intel committees also need

to focus on what the russians did, how they did it. melissa: former national security advisor promoting her new documentary, american creed, which explores what it means to be an american. david: did the fbi break their own rules? house intel chair devin nunez suggesting that the fbi may have broken internal procedures using unverified trump dossier in the fisa application. in a letter to attorney general jeff sessions nunez alleges quote, basic operating guidance was violated. here is bill mcgurn, columnist for "wall street journal." his dad was an fbi agent. he has a lot of respect for the agency. looks like they were slipping a lot here. >> the bigger question, did they put forward information in a misleading way, basically lying to a court? this is part of it. they are not supposed to use information they haven't verified. david: let me quote from, this is from the fbi's 2011 domestic

investigations and operations guide. it says only documented and verify information may be used to support fbi applications to the fisa court and this is important because the fbi director comey said the following about the trump dossier which was used to get a fisa warrant the take a listen. >> i didn't use the term counter intelligence. i was speaking to him and briefing him about some salacious and unverified material. david: unverified. he was talking there about the trump dossier. he called it unverified and the fbi's own report says you have to use verified material. >> mr. comey was speaking months after they applied for the warrant. look, there are a lot of questions. what we need is disclosure right now. we need to see the fbi application to the fisa court. i believe the judge said there is no reason that the trump administration couldn't make it public. we have some questions. it has been so hard to dig out information, even in the trump

administration. you know, remember when mr. nunez was asking for this information in the witnesses both the new fbi director, christopher wray and rod rosenstein, deputy attorney general went to paul ryan to make an end-run around him. that need to stop. i don't know why the president is so reluctant to release information so far largely exonerated him? david: seems like he will have to eventually. some people are going beyond the fbi, saying there are so many questions about the fisa court, apparently so easy at least it was in this case to spy on americans, maybe you should get rid of it. mark levine said that speaking last night on fox news. play the tape. >> time to abolish the fisa court. time to create a new counterintelligence related court. it should not consist of existing federal judges. they thud not be for life terms, forgiven terms. the fbi and justice department, when they go into the court should not be alone anymore. david: david: should we scrap fisa?

>> i think i think yes. i proud "the wall street journal" has had that position since it started. who is responsible? is it the fbi with misleading statements? is it the judge? david: we don't know. it is all secret stuff. >> we don't know it is all secret. there seems to be no accountability. so i think it is time for it to go. david: do you think there enough movement in congress to get rid of it? >> not yet but i think, again, i think as we learn more, we only have a fraction of the materials sought. you know the inspector general will give us a lot more information on the hillary investigation by the fbi but it was many of the same players, right? and he has been investigating for a year. we only know a fraction. they have been very reluck tan to release documents to make their officials available to congress to ask questions of. david: bill mcgurn, from

"the wall street journal" have a great weekend. >> thank you, david. david: melissa. melissa: redefining politics. lawmakers on both sides aisle are searching for a winning strategy ahead of election. why our favorite crisis expert says rebranding could be the answer. david: the impact of trump's new steel and aluminum tariffs on small businesses. hector barreto is a former small business administrator. he kind of likes the idea of the tariffs. he will join us next. >> we will take care of the situation, okay? so steel and aluminum will see a lot of good things happen. we'll have new jobs popping up. we'll have much more vibrant companies. oh, not so fast, carl. ♪ oh no. schwab, again? index investing for that low? that's three times less than fidelity... ...and four times less than vanguard. what's next, no minimums? ...no minimums. schwab has lowered the cost of investing again.

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because you're so excited? because ice is cold. and because of all those miles. obviously. what's in your wallet? i'm not sure. what's in your wallet? >> xl keystone pipeline at $300 million, they came out and said that this morning. your tariffs, the president's tariffs add $300 million to it. at that is huge. >> well it is huge, but it's a huge project. what they were doing was profiteering off dumped steel. >> okay. >> that is something we're not going to tolerate because it costs american jobs. david: jobs. commerce secretary wilbur ross saying cheap foreign steel is costing america jobs but, this coming on the same day that we find out jobless claims came in at their lowest level in almost 50 years. so are the steel tariffs really

necessary? here now is hector barreto. hector, i love you to death, we both love the free market to death, but i think i'm more critical about these tariffs than you are. go ahead. >> look, we don't know what the end result is going to be. of these things, they come out with a big bang so the actual result is a lot different. we'll see how it plays out. david: that's true. >> look at the end of the day we want fairer trade, we want reciprocal trade. this is economic imperative and security imperative of the listen, david, i remember 15 years ago i was in china with the secretary of commerce at the time, secretary evans. we were meeting with the chinese premier, we were talking about all these same issues is a years ago. david: right. >> it is about time we start getting some of these countries attention, making sure we level the playing field, especially for all those small businesses that down international trade. david: but, hector, we have tried steel tariffs before. in fact we tried it in 2002. i'm sure you remember.

george bush had a tariff that was, went up to 30ers went from 8 to 30%. it was supposed to last until 2015, but it didn't. excuse me, 2005. it ended in 2003 because it wasn't working. there was a study that was done, put together all the research in 2005. it said all studies on the 2002 steel tariffs, costs outweigh benefits in terms of both aggregate gdp and employment. george bush pulled the tariff when he found out it was not working. >> right. the same thing may happen this time as well. we have a president who is former ceo of a company. he understands the international markets. he has done business around the world but he is very serious about making sure that these countries don't take advantage of us anymore. david: right. >> if they're dumping steel and other products, that is obviously not fair to our own industries or small businesses. david: no, it is not.

you're absolutely right. too many people focus on china, the steel imports of china represent 2% of all our steel imports. a lot of people all around. it is not just china the problem, right? >> we have to try to find ways to produce our own steel. we're importing a lot of steel. obviously that is a good thing. economy is starting to grow again. we'll do infrastructure. we're in washington next week with hundreds of our members talking to the secretary of transportation, labor and the white house about these issues. so these are front and center. you know this isn't a final result yet. we're going to have to see how this works out. congress will have to weigh in. there will have to be a lot more studies. hector, we increased steel in 2017. nucor, biggest producer in america. they increased revenue by 25% in 2017. exactly the time we were increasing our imports of foreign steel. so, what is up with that?

>> well, you know, that is good for nucor but we lost a lot of steel producers in the past because how expensive it was to do business here. david: but they're going to get essentially taxpayer funding now even though they increased their revenue and their profit last year? >> look, it is not just steel, there is a lot of other products coming into this country. you know this, david, a lot of these markets are closed to us. we're open to them but they are closed to us. david: i know. bad deals. >> we have it start changing those things. this is one way to get some of these countries attention. david: it has everybody's tanks particularly investors. hector, great to see you my friend. have a great weekend. >> thank you, david. melissa: business owners harboring illegal workers may get a visit from i.c.e. agents. we look at the strategy to secure the border. remembering the man who brought the message of god's love to millions of people. >> god is a god of love. he loves you and if there is one

thing i want you to take from this great park when you leave here today is this, god loves you.

david: i.c.e. agents are surprising businesses all over the country, to see if they have illegal immigrants working for them. law enforcement is hoping it is going to make people think twice before trying to enter the u.s. illegally or hire illegal aliens. hillary vaughn is live from our washington, d.c., bureau today. hi, hillary. reporter: david, the director of homeland security investigations right-hand man tells me they're not just targeting illegal immigrants that live here but also the employers that hire them. >> certainly not business as usual. i think the comparison, between administrations is pretty clear. we've gotten very clear direction what the expectations are from us, and from a strategic point of view, we're enforcement is clearly in place part of the strategy to make

sure we secure our border. reporter: assistant director matthew allen says the worksite enforcement audits will quadruple in 2018. it is not just about rooting out illegal workforce. they get a lot of companies who tip off i.c.e. to their competitors when they think they're exploiting cheap, illegal labor to cut down on costs. >> if you're not paying attention to your workforce and making sure that you have a lawful and legal workforce, you should be concerned that hsi could show up on your doorstep. that is not healthy for business. so you ignore that to your peril. reporter: last year businesses paid over 9million -- 97 million doll in asset forfeitures. 15 million paid by one company. that is one of the biggest audits in hsi history. they're not just targeting businesses, educates them, holding pop up presentations around the country, answering questions so employees have the tools to need to be comply ant.

i ask how sanctuary city policies might impact on site audits, some cities have different political views, those cities don't have safe haven or exemption to employers who hire illegal workers that doesn't change how they enforce the law. david? david: hillary vaughn. thank you,. melissa. melissa: remembering billy graham, thousands of mourners, including president trump and vice president pence gathering at his funeral in north carolina. a final farewell to the to the evangelist. >> my father joined jesus in heaven. he embarked on the journey he was looking forward to all of his life, the journey from earth to heaven. melissa: his fawn ral marks an end of a week of tribute. on wednesday graham became the first religious leader to lie in honor at the u.s. capitol rotunda in washington. david: it was just a beautiful

setting. beautiful setting, with the house right outside of the churchs unbelievable. 2016 a year that redefined politics as we all know it. as we approach the midterm elections, the democrat party is heading to the left and the republicans are divided over president trump. how dot parties best position themselves with voters? branding expert bruce turkel is on the hotline. melissa: ready. going to call him. david: bruce is next. with a clear advantage. fidelity, where smarter investors will always be. are finding themselves morin a chevroletple

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melissa: identity to campaign on as midterm elections are are getting closer many are questioning the brand of democratic party and republican party. really on both sides. one california paper released a headline, california democrats could defeat themselves in the upcoming election. here is brand master, bruce

turkel, turkel brands ceo. it has been way too long. i'm calling crisis hotline for 2018 because it strikes me as we head into the campaign, we had the season in 2016 where you had these two phenomenons on both sides. i mean you know, whether it was, you had surprisingly bernie sanders and donald trump and neither of them in the beginning were supposed to have a snowball's chance in hades. they surged as these phenoms. it almost seems like no one learned anything from that, and that politicians are scared, racing back to what is safe as we head into the midterms. break it down for me. >> so it is 2:00 in the morning, phone rings, they say what do you do, right? melissa: yes! >> let's talk overall, then we'll talk about each party. whether you believe a fish rots from the head down or the leader's best qualities are applied to a company or an organization, the important

thing to understand leadership creates the brand. melissa: okay. >> starbucks is schultz. apple was jobs. now it is cook. so both of those part es need to understand that. if republicans calling in the middle of the night, you hang up, say, there is nothing for you to rebrand. you can not rebrand. your party is trump. melissa: yeah. >> like it, dislike it, irrelevant. trump is the face. trump is the power. trump is the gop. that's the way it works. melissa: yeah. >> very different than if i answer the phone in the middle of the night and it is democratic party because in their case, there is no face. when it was obama was president, there was a face. when gore was top guy, there was a face. even howard dean. today there is no face. by the way you can not build a brand by what you're not. so the fact they are not trump or anti-trump is not enough. it didn't work when nixon said i am not a crook. it didn't work when clinton said i did not have sexual relations

with that woman. it will not work if the democrats say, we are anti-trump. that is not aspirational. it is not inclusive. it is not positive. melissa: so what do they do? bernie sanders was a surprise phenomenon on the left. do they follow in that mold? do they prop him up? do they try to be similar to that? what would you suggest? >> i would suggest that theoretically, whether sanders or not i don't know the answer to that but what they need is charismatic messianic figure, you need a face to appeal to the base and that you can apply to the brand. if you think back, you can remove partisan politics, think back to any party that's successful, there is a face, a leader, a person with a sword on a horse on the monument. melissa: so i think what the left is afraid of they can't decide. should that person be bernie sanders orally -- elizabeth warren.

hillary clinton keeps coming back from the dead. seems like that is not going to work. so do they go with one of those people, try a younger, fresh face. somebody a little more moderate, who is more modern? what do you think, if you have the two sort of molds to go for, what do you think would work better? >> look what you said, in the last election, these two guys, trump on one side, sanders out of other came out of nowhere. if they followed the tried and true ted cruz would have made it or jeb bush would have made it to the end. trump came and obliterated them. a lot of reasons, you and i discussed it, a power of brand. should it be warren, should it be sanders, i say to you forget your political leans, where is the person that say yes, that is who i want to follow, that is who understands me, that is who cares about me? i don't see that person. i'm sure there are a lot of democrats hoping that person is

discovered, pops up, is created because that is what's needed. melissa: maybe that is why they gravitate towards oprah, towards michelle obama. i mean it sounds like what you're saying we almost cycled into this new, sort of, i don't know age where it is not about the politician anymore. you almost need like the celebrity candidate? >> well i would say, i would change that a little, yes, you're exactly right. i would say it is not about the issue anymore. it is about the manifestation of the brand. i mean you can see with trump, just in the last couple days, he was for gun control. he is against gun control. it is not about the issue, it is about the person. oprah, michelle obama, yes. melissa: we've got to go. sorry bruce, i got so carried away. thank you so much. we'll be right back. eh, it just feels too complicated, you know? well sure, at first, but jj can help you with that. jj, will you break it down for this gentleman?

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these are job producing events the president supports. politicians have given away our wealth to foreign countries with bad trade deals. so the people coming out of the woodwork now to criticize the president. same