either he will roll over for pew tip. he's already raised him up, or he could do the right thing and stands up to him. he shouldn't be asking any questions there, but telling putin. >> we may never know. >> may never know. >> interested in the hillary clinton tweets, great world cup, question for president trump meeting putin, do you know which team you play for? back to 2016. that's all for us tonight. back next week from 7:00 to 9:00 p.m. eastern, and for now, good night from washington. this is an msnbc special series. ♪ cool, can you touch it? buy it? become it? >> who decides what's cool and what's not? >> for a person, what's cool, doing something that no one else has done.

>> every brand wants you to believe they have the edge on cool. >> cool. they'll do anything to prove it. >> don't just try to sell me something. you have to tell a story. that's where i want to be. that's where i want to go. >> we have to have something new, otherwise you go stale. >> wow. >> hey. >> in the fight for your love, show that it can get ugly. >> there's always a startup coming after you. ♪ ♪ >> coolness coming down to how well it competes. trend setters are locked in a battle for survival of the fittest. ♪ >> i think what makes rivalries cool, whatever the rivalry is, you just admittedly are going to

choose one. >> in 2006, one of the most i n iconic rivalries of all time was immortalized with the screen faceoff. >> i'm a mac. >> i'm a pc. >> i'm a pc guy. >> what's going on? >> getting an upgrade. >> camera, nice. >> i'm a mac, i'm a pc campaign personified the pc and mac, and the characters, stiff, uptight, uncomfortable, with the pc, yep -- >> okay. >> justin long was beyond successful, good looking, everything you aspire to be if you bought an apple computer. >> i heard steve jobs saw me in a movie and felt like i reminded him of a version of himself and approached me about it. he said there was a cool and uncool market type. reminded me a little bit of laurel and hardy. >> the ads did not hope for an epic competition.

they represented an epic battle of the nerds. >> being cool is very attractive and is very addictive. even the nerds want to be cool. you want to be a cool nerd. >> bill gates founded microsoft in 1975. steve jobs thought of apple a year later. the rivalry was already decades in the making. >> bill gates versus steve jobs. bill gates was the computer kid. he grew up in seattle, washington, in a fairly privileged house hole. he was kind of checked out and removed socially from what was going on. we have a name for that today. the computer coding kid. >> by the time he was 28, he turned the microsoft startup into a power house leasing out the software to other companies. by 1980, microsoft was balling,

cranking in millions every year. gates was not charismatic, but he was a hard worker, very, very sharp and bright. he was a kid like pushed into the locker in high school and got revenge on the entire world. he was a ruthless businessman. >> the idea is to eventually everyone will use a computer, a very important tool. gates was the uber geek, jobs was the ultra renegade. the product of 1970s counter culture in california. where he grew up. he tapped human potential as he told a tech conference in 1980. >> what we're working towards now is the ability to amplify another human ability. >> that version was very much a '60s hippie version of using technology to empower people. the government against corporations, even in the early age, late teens and early 20s,

he brought people into his orbit and laumnching apple. before apple computers would fill an entire room, and ibm sold companies and corporations huge machines that needed teams of people to run them. there's no such thing as a computer for a person. >> back in the days, technology wasn't the common place thing which you carry around with you. >> when you're ready to travel, macintosh can go along. >> being a computer nerd meant you were a specialized sort of person. it was like being the person who knew how to repair rockets for nasa. steve jobs and bill gates, they had a shared common mission, which is putting computing into the hands of the normal person. >> the race was on for pcs to be on every desk in america. while bill gates focused on building software, steve jobs set sights on transforming the computer's image all together.

>> a computer was thee very embodiment of uncool. ♪ >> this was the cold mind of the corporation. calcula calculating, depersonalizing, dehumanizing, everything in a punch card. that's the sort of genius of the mac commercial in 1984. take that understanding of the computer and stand it completely on its head. all these people who appear to be brain-washed staring at a screen with a huge man's face talking. and then along comes a woman dressed like an olympic athlete swinging a hammer. literally destroying the, you know, the tools of the mass society. that's a great brand image. >> by the mid-80s, apple already put two major computers on the

market. january 24th, 1984, jobs pulled back the curtain on a revolutionary product. >> we are introducing the third industrial milestone product, mac macintosh. >> initially, caused a big splash. people were amazed by the graphics, no one seen it before, so easy, a kid could use it, but it was underpowered, overpriced, and it almost failed. >> for all the hype, for all the articles, for all the love fest over the macintosh, not that many people owned a computer. >> a year after the mac hit stores, weak sales and in-fighting in apple caused steve jobs his job. in seattle, bill gates seized the moment. >> for the next decade, microsoft released a series of operating systems. in 1995, they unveiled the crown

jewel. >> the key is to make it easier to use your personal computer and let you get at more of the power there. windows 95 was the first time that microsoft really got the graphical interface right. it was more stable than previous versions, easier to use, and much better looking. this sold like cup cakes and made the windows pc, for the first time, easy as a mac, but it was a lot cheaper than a mac, so this is nearly the last nail in apple's coffin. >> for steve jobs, he was not ready to surrender. he would turn apple in 1997 when the company was on the verge of bankruptcy. jobs needed cool. >> steve jobs always understood that his product was more than just the hardware. it was more even than the software. it was the story. that part of his job as a

celebrity ceo was to tell a story about his product that embodied who those people, his customers, most wanted to be, and they wanted to be cool. >> steve was much more capable being in front of the camera, so, therefore, you attach a human quality so people believed in jobs. they believed he was solving things, making great products. >> this is imac. >> the boldest imac was a huge breakthrough in computing. one of the most computers that people wanted to put in their living rooms, not hide away, but display it. this one upped the competition with a simple message, to be yourself. to be cool. you needed a mac. >> i knew this day would come. pc. >> in 2006, after 20 years of facing off against microsoft, jobs used the rivalry to define his brand. >> come on, big operating

system, big corporating system. >> when apple aired 66 mac versus pc ads, but ironically, the jokes backfired. >> if you watch them, what you ened up thinking was that kind of slightly overweight on the guy playing pc was actually kind of hilarious and great and you wanted to hang with him, and giet playi gift was a jerk. >> i heard that in many firms, like, oh, you think you're cool. i want to hang out with this guy. i wanted to say, me too. >> labeled publicly as uncool for so long, microsoft finally struck back. >> microsoft hired this very busy outside agent to create an ad campaign to counter apple's ad campaign, and from the business perspective, it was a risky thing to do. this could backfire on them. i mean, microsoft was by this point the butt of everyone's jokes, but it did not backfire. >> i'm a pc, and i'm not alone.

>> i'm a pc. >> a pc. >> a pc. >> i'm a pc and so is my mom. >> individuals legitimately cool, young, sweet, stood up, said, i'm a pc. >> young people everywhere got an image that, oh, it's cool to be a pc. that begs to question, was the rivalry that played out so publicly even material for the companies financially, or did it just happen out of the, like, dirty rivalry that existed between the companies? >> we, the consumers, were drawn to the drama, and we took our sides. ultimately, both apple and microsoft benefitted from their relationship as adversaries and equals. >> you see many pictures of the two of them together sharing the stage being nice. >> we kept our marriage secret for a decade now. >> they knew there was more than enough playground to play in. >> so much what's cool comes out of the world of technology. there's come a point in our

culture where we have now acknowledged the paradox that the uncool are the coolest. >> with every product is an epic battle behind the scenes. and when it comes to sneakers, forget about it. it's an all-out war. ify why we o end alzheimer's disease. but what if, one day, there was a white flower for alzheimer's first survivor? what if there were millions of them? join us for the alzheimer's association walk to end alzheimer's. register today at alz.org/walk. un-stop right there! i'm about to pop a cap of "mmm fresh" in that washer. with unstopables in-wash scent boosters by downy. ah, it's so fresh. and it's going to last from wash to... ...wear for up to 12 weeks. unstopables by downy. need a change of scenery?

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in a quest for cool, no object gained greater symbolic power or generated more heated rivalries than the sneaker. >> sneakers have developed into something far greater than i ever imagined. sneakers all of one thing you can make a statement about who i am, what i care about, what i'm into. >> i bought a pair of air max 90, and to this day, no one's ever commented on my feet more than when i was wearing those, and, yes, shallow as it is, i felt great about myself. >> the sneakers that i'm wearing

right now are cool. >> why are these cool? nobody has them. nobody has them. >> trainers. kicks. tennis shoes. whatever you call them, you got to have them. ♪ well, you and everyone else. >> there's a number of different conventions that are getting bigger and bigger. ♪ >> oh. >> this is an opportunity for people that have the shared passion to buy and sell sneakers, trade amongst themselves. there's an obsession that develops. >> every year, thousands of sneaker heads gather to pay homage to a passion. this is a $55 billion industry. >> size 11, $250. >> it's a a giant convention where everybody loves the same

thing, talks, buy, sell, trade shoes for the love of shoes. >> nowadays, people look at you, they always look at your shoes, so that's one way to tell your personality. >> go for $600. it's real estate. get them retail, $300, flip for $3,000. >> turns out, sneakers have been about one thing. status. >> this changed since the early 1900s. >> the first customers of sneakers were the upper classes. the emerging industrialist classes. ♪ they wanted to have footwear that expressed that they have something nobody else did, which was the opportunity to play. ♪ everybody else is working all the time, so early sneakers were expensive because rubber was expensive, and they were used for sport the like lawn tennis,

maybe crow caquet. they were a story of status. >> they were made of canvas and worn by kids, but a cooler customer put them on the map. >> it's hard to define what makes sneakers cool. if you went back into the time i was growing up, athletes made shoes cool. dr. jay wore converse 1 star and practicicale ical invented the slam dunk. whatever he was wearing was super cool. >> in the beginning of my career, i wore dress shoes to the office. in about 1994, i stopped. it was a huge generational shift, somewhere in that period, where casual wear began to assert itself against the formality of the previous x hundreds of years. the sneakers suddenly played a functional role outside of the field of the corridor or the track. the minute something becomes part of your public self with a

clear function, it opens itself up for these kinds of rare a formulations like cool. >> adidas, nike, puma, converse, vans, oh, they all grapple for apex cool status, but the real rivalry was between siblings. they reason a family shoe business out of an old factory in germany. >> in the 1930s. rudy and audi are working together making athletic level footwear. they had already had success with putting shoes on athletes in previous olympics, in the immediate post-war period, they had a severe falling out. they broke their association and audi went on to create audi, a blend of his name, and rudy created puma. they have been rivals since that

time. >> when i was young, one of the things that you did when you got the money is you go buy a fresh pair of sneakers. for me and my people, and my brothers and sisters, you had to make a choice between puma and adidas. it was adidas that got the upper hand by playing the exclusive card. >> it was this point ad iridas becomes cool, exclusive in the united states, and the price point was quite high. >> cool is not just looking at the product in isolation, but how does this product have meaning compared to some other product, so is adidas cool? how does it fair against nike? >> nike started out as a niche athletic shoe company in

portland, oregon, by phil knight and coach bill bowman. they put them on an nba rookie who defied gravity. you may have heard of them. michael jordan. >> without michael jordan, there's no sneaker community or sneaker craze. what a lot of people don't know is michael jordan was first approached by adidas to do a deal and wound up getting a better deal at nike. on the court, jordan seemed endowed with the superhuman powers. the powers that translated to dollar signs. >> ready, and action! ♪ >> tapping into his extraordinary talent created a brand just for him, that everyone could have a piece of. >> 1984, young rookie, michael jordan, signs with nike, and the air jordan brand is started. ♪ playing in the playground ♪ >> when i was a kid wearing nikes walking down the street, i

felt cool. it was not because i believed i would jump like jordan, but because you felt a part of something higher than yourself. ♪ playing on the street >> strong, versatile, stylish. air jordan was quickly becoming an icon. ♪ play that beat >> so intoxicating, it sparked near riots. >> leave now, or you'll be arrested. >> not everyone got on the bandwagon. >> there was nothing cool about them. i didn't understand people selling their souls to the devil just to get a pair of jordans. to me, i was, like, what's the big deal? was adidas cool because adidas was cool or because mc was rocking them? >> the rival came not from the top of the superstar pack, but from the streets where sneakers lived. [ coughs ] ♪

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from the moment they hit the market, air jordans dominated the speaker world.

they would be challenged, not by an upstart. ♪ >> when we did the adidas song, i didn't just want to do a song that i got money and more sneaker than you. we wanted to do a song about our favorite sneakers. by us loving our adidas so much, they were a part of us. >> everybody always wants to know why my adidas and not my pumas or my nikes. >> nike, like, didn't even raise an eyebrow to me because it was only about adidas. ♪ >> they introduced hip hop style to the mainstream in the '80s and '90s. they drew inspiration from an unlikely source, a 50-year-old european shoe brand.

>> it was a subtle expression of strength and power. but adidas superstar, the model that was invincible. you got one pair of adidas. all you needed was a toothbrush and soap and could have one pair of leather sneakers survive for maybe two years if you took good care of them. >> we related this to our durability of surviving in the hood in the main streets of new york city. >> adidas, no laces, one of the iconic symbols of hip hop culture, remitting run dnc, the greatest group of all time. >> one, two, three. >> in 1986, the company was in the toilet as far as sales in

america, 2% market share, and curious executive flies over and goes into the one dmc show. >> when he performs "my adidas," 18,000 kids hold up adidas. the executive sees this, and he's blown away. it changed the way brands look at artists. hip hop artists in particular, to be a part of their advertising campaigns or be a part of their brand campaign, and they got the first endorsement deal a part of it. >> they say "my adidas" was the start of the culture, but it's the start of the awareness that the culture existed if the first place. ♪ >> we took the beat from the street and put it on tv. it gave all of those sneaker experts, all those sneaker

wizards, all those sneaker psychos a platform. so we kind of opened up the door to the basement and let the culture out. >> this thing called hip hop from the streets of new york to the rest of the globe. >> hip hop is cooler than anything that carried me forward, and being young, i wanted to be about something different. to me, whatever run dc was rocking at the time was cool, so that told adidas no shoe strings, oh, my god, that was crazy. i didn't wear no shoes with strings in them for a year and a half after that. ♪ adidas, nike, whatever, like apple versus microsoft, the sneaker war engulfed everyone. >> the sneaker market today is a benefit of those wars that came out of '80s.

>> this rivalry for cool would actually just give us more options. >> andre! app andre! >> sneaker giants never-ending fight for cultural cashe is now an obsession. >> one to rock, one to stock, buy two pair, put one on ice, as they say, in the closet, and sell it years later, and that'll pay for the other pair. >> it sort of creates a young man into the system whereby they can collect a numbered series of shoes. if you have a one and two, you create anticipation for threes, and so that sets up that ideal that you can collect and desire that you can wait for the next release. it also allowed men to now play

with the idea of self-expression through fashion starting with their surhoes. ♪ >> self-expression played a part in another heated rivalry, one that up folded in living rooms across america. but then something happened. we had to deal with spam, fake news, and data misuse. that's going to change. from now on, facebook will do more to keep you safe and protect your privacy. because when this place does what it was built for, then we all get a little closer.

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we are houring aw ining ins summit with putin and president trump in fin land. they'll hold a one-on-one meeting with only translaters present before a larger meeting. chicago police released video from an officer's body cam showing the police shooting of a suspect. the clip shows the man running and reaching towards the waist where he had a gun when he was shot multiple times. now back to the "story of cool." ♪ >> since americans turned on the

tv, the rivalry for higher ratings has been constant, but in 1950s, americaning tuned into the major networks or channels that came over the uhf, ultrahigh frequency. it was unreliable and came up with strange stuff. one staple caught on, the after school dance party. ♪ >> big city had sort of an after school tv teen dance show where kids danced and played the newest hot music, usually by a local dj. ♪ >> it was very simple times. innocent kids. one of the worst things we'd do is sit in the back of a chevy and make out. dances that we did were the jitterbug, the chacha, the slow

dance, the strobe. it was the '50s. nobody was outrageous. >> in 1957, a dj persuaded abc this could go national. the name? dick clark? the show? "american bandstand." >> this is dick clark welcoming you back to "american bandstand." >> immediately, the show became a hit. >> it's best remembered in retrospect for teen pop stuff. watched the kids dance, played records, and artists came on a couple shows and do whatever the top 40 hit was. >> i was on the show for 56-60. dick clark was nice. always had that young, refreshing clean cut look that i think the parents appreciated. >> going to get stirred up over there that. >> in just a few years, american

bandstand attracted 20 million viewers. >> it was only a matter of time before rivals followed in their tracks. >> what i thought american bandstand was was white kids doing what black people were doing all along, dance. ♪ >> soul train, to me, was, like, seeing the gods on tv every saturday morning. it was unique because it showcased some of the baddest soulful, afro wearing black people in music. >> "soul train" was great because you saw artists in real life for the first time, see the artists get down, see the fashion they wore, the crazy outfits, you know, all that kind of stuff was like magic.

>> i saw the show, and my heart skipped a beat. i mean, it really did. i was, like, oh, my god. >> when it hit the air in 1971, "soul train" was revolutionary, a nationally syndicated tv show putting black musicians, tv, and dancers in mainstream america tv's face. the master behind? don cornelius, was a reporter at a chicago radio station and did dj'ing on the side. in 1 t970, there was a dance pay televised. >> definitely charted his own path in every way, you know, whether it was through the show itself that he syndicated with his own money or whether it was his own personal style. >> don, himself, is a classic

kind of cool guy, and immac cha glasses, and so forth, laid back, in control, confident thing. like a, hey, man, what's going on. >> bet your last money. >> this introduced america at large to african-american artists that would never get exposed anywhere else. it was not like they got on the grammys or getting any mainstream television opportunities, so this opened up and kicked down the door for them. in the '60s, the civil rights movement, and early 70s, the panthers, so young black people are scary, protesting their political and showing political. it showed the joy, the fun, the style, the music of young black people of the othera, normalizi black life when images in the media were limited. >> in 1973, soul train was the

most watched on tv, and american bandstand was on the out. >> soul train was gaining steam. dick clark's band stand was losing steam. ratings were going down. dick clark was not happy about it. >> so he said, ooi'm going to d soul train myself. >> so he decided to replicate soul train with a show he named "soul unlimited" with a black host, buster jones -- >> hello, thank you very much. untangled from the cord here. >> had live dancers and black artists, but it did not have the same feel. hell broke loose after that came on the air. they were upset and dick clark upset with him. the two of them got into a heated battle. >> soul unlimited brought in dancers from soul train, booked the same bands, and for many, resemblance was too close to, you know, "soul train," a

collection of black business people got to abc and basically they were able to get abc to stop dick from making the show feeling, quite honestly, you're going to destroy a black tv show. this is not going to look good for abc, but there's going to be big ramifications. >> soul unlimited to not live up to its name. it was cancelled after just four months. soul train lived on. until 2006. >> soul train dancers like scoob.doo, the party never stopped. feels like to be cool. i never was before. >> scoo b. doo introduced audiences to pop and lock, a new dance emerging in the l.a. nightclubs. ♪ and, today, he's educating a new generation in the fundamentals

of funk. ♪ >> the timing, the rhythm was very important, so watch. here, hot, hot. hot. okay? that's how i flex. pop, pop. >> you put in all together, but you have to do that one thing to make it a lock that's the stop. lock. a lot of people that are here right now at my class, they come from around the world. that means a lot to me. i've never thought i'd be in a position to hear from someone that they are appreciating what i'm doing. i was just having fun, you know, feeling good. i was just trying to be myself. >> today, in clubs all around

the world, the signature moves from the '70s live on. there's new styles and subcultures, but it's a testament to soul train's lasting legacy. >> that show started something in 1971 that people still do at parties. that's amazing. that goes to show you how durable some of the things were. ♪ >> cool is shaping every aspect of our culture. the way you move, dress, and even the way we eat. but i couldn't bear my diabetic nerve pain any longer. so i talked to my doctor, and he prescribed lyrica. lyrica may cause serious allergic reactions, suicidal thoughts or actions. tell your doctor right away if you have these, new or worse depression, unusual changes in mood or behavior, swelling, trouble breathing, rash, hives, blisters, muscle pain with fever, tired feeling, or blurry vision. common side effects: dizziness, sleepiness, weight gain and swelling of hands, legs, and feet. don't drink alcohol while taking lyrica.

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brains of students to see if we could discover certain patterns in the brain that reveal what's going on when we look at cool products. from there, we realized that it's an area called medial prefrontal cortex that's activated when people look at cool things. >> it's essentially the part that's behind your forehead, the part of the brain that's evolved the most from our ape ancestors. it's actually part of the brain that originally was used for forging when we had to look for food, right, are we going to, you know, eat this berry if there's something else that's better? >> if cool is related to surviving, can cool be cool? what and how we eat is changing constantly, and it's all about satisfying our appetite. >> food is a huge part of pop culture, eating local, sustainable, and that's what's trendy right now. >> now i'm going to the farmer's

market where i can get food bought from a local farmer that was handmade, canned two hours ago, farm to table, nose to tail, fish culturing, and taking a butchering class. >> it comes and goes, but the biggest culinary rivalries are generational. not long ago, slow food was out. fast food was in. ♪ >> epic chapter in u.s. history. on the home front, women enlist for less glamorous, less hazardous work. >> women left the kitchen for the workplace, and everything changed. >> all the sudden, there's two working parents in every household, and it was a very different dynamic, so we needed an ease of cooking to be able to allow us to be out in the work force. >> from cake mix to tv dinners,

food got faster. >> revolutionizing the american dinner table. >> the revolution was in 1955 when ray crock franchised the burger joint taking the golden arches across the country. three years later, they sold 100 million hamburgers, and fast food was a way of life. >> fast food is convenient. >> now serving family communities from coast to coast. >> it's cheap. >> it's america's greatest food value. >> you don't need to clean up. >> with no fuss or dishes to do. >> it became a huge part of our culture. >> mcdonald's was a run-away success. rivals flooded the airways hungry for a piece of action, but billions of dollars and fries and shakes later came the after burn. >> there's been a bit of a turn around, maybe all the fast food, while it's allowed us to eat

more conveniently, has not been great for the environment and possibly has not been so great for our bodies. >> we've always wanted fast, easy food in the past, right? now we all want healthy, tasty, fast food. we want the same service, but we want to eat slow. locally sauced. organically grown. and a multi-billion dollar industry. >> finding that food has become a real discovery process for the generation. because we're all learning that it actually tastes better. >> fast and cheap. healthy and delicious. we want it all. keeping up with changing taste is the main challenge for culinary innovators. >> what people are looking for are looking for authenticity. looking for simpler. they want to know where the food came from. how is the animal treated along

the way. that matters to me. >> you wouldn't think it. the head chef of mcdonald's. in 2014, for the nirs time in history. mcdonald's revenue began to decline. he was looking to reverse that trend. taking a queue from the competition. >> we're working won a sand wif for the west coast. the flavors are there. it's vibrant and fresh. produce forward. so we're onto something i think it would be right in the wheel house of california. >> when mcdonald's started we were truly invaters. the customer is evolving. the only way we'll stay cool, is to continue to evolve with them. >> the fight for the top of the food pyramid. it remains to be seen whether fast food can keep up with changing taste.

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when it comes to rivalries. there's nothing like vodka. the most popular spirit in america. clearly something to it. but what? >> vodka is alcohol. there is no taste to the alcohol. it looks and tastes exactly the same. i dare anyone watching to taste test vodka blind. because you will not be able to tell the difference. the only way to sell something that is air. is make it cool. >> dozens of vodka brands. selling virtually the same product. you wouldn't know it by looking at them. in this rivalry, it's not what's in the bottle. it is the bottle. >> the first time anybody is aware of advertising vodka when absolute did the campaign they did. and what they did is one of the

coolest things i have seen. they took the unknown artist and had them interpret the bottle. they never said a thing about how it taste. what it does. it was interpretation of the bottle. >> in 1979, a swedish vodka maker came to the u.s. and made the absolute brand with cool. >> the absolute campaign was so playful. and imaginative. and whid ranging and touched so many culture touch points. to central park. it was embracing and also sophisticated. that was much more appealing to people. young consumers. willing to pay many for a brand they may not have been able to identify premium in a blind taste test. >> ask people why do you buy absolute vodka? they say i like the way it

tastes or it's triple distill. they think it's the coolest one. they want to make a statement. something happened and said this is current. this is the coolest one. >> it worked like gang busters. it took absolute from absolutely nothing billions of dollars. >> if you can capture cool in a bottle. in theory you can sell it. >> even a bottle that pushes the limit might not be enough to stand out from the crowd. in the rivalry for vodka dollars. there's one more ingredient. >> take pride of being an ambassador of the cool. >> into the celebrity. >> puff daddy has a vodka right? it's puff daddy. is he, i'd love to know what his recipe is. and dan has a vodka. to what extent are they in the distillery. >> this was an idea my people came up with. it's been a real success.

>> when you see brands and artists come together in way that, like, it's exactly what the celebrity stands for. that's what the brand should be doing. it's magic. >> they think my god, dennis rodman has a vodka. let's try that. it will be good. he loves to party. i have to be the coolest guy on the planet. if not, top three. got to. >> packaging, celebrities. image, what applied at just the right moment in just the right way, they get products an edge over the competition. in a changing marketplace, do rivalries sill matter? >> we're in the end stages of the battles between the massive distribution platforms.

guys drinking coke or pepsi signify anything? it signifies nothing. you should be drinking miller. i don't think so. >> none of us want to be advertised. as humans you can spot it immediately. when they're making up a story. when they're telling you bull. to sell you a product. tell us a story. tell me why i should care about that product. >> i think more than ever, cool is about individuality. and authenticity. if you think about it, every day, a billion people on this planet are doing their own brands. on facebook and instagram. and defining themselves. >> having a plain product is not enough. what are you doing for the customer the community. that's different. beyond product? >> it feels like in excess amount of product in the world. that's not a good thing. but the competitive part forces people into real innovation.

technology. that's out of competition. whatever fuels the next great rivalry. be it a new idea or just the need to win. we the consumers will be the judge of who comes out on top. london where president trump was greeted by massive street protests and prime minister theresa may. this afternoon at the exact moment when president trump was meeting the queen of england at windsor castle, back home in the u.s., the justice department announced a string of new charges in the russia investigation. we're going to cover a lot of ground tonight starting with these new indictments. for more on that, we're going to turn back to new york to ari melber. take it away. >> thank you very much, richard. there is, indeed, major news today in this russia investigation. bob mueller charging 12 mill tear military intelligence officers with conspiracy, and he