i would like to begin by addressing the heinous attack yesterday and to those who broke the law, you will pay.

you do not represent our movement. you do not represent our country. and if you broke the law, i already said you will pay. the demonstrators who infiltrated the capitol have defied the seat of justice, defiled. see, i can't see it very well. i'll do the. i'm going to do this. let's go. but this election is now over. congress has certified the results. i don't want to say the election is over. i just want to say congress has certified the results without saying the election is over, okay? >> let me -- go to the paragraph before. >> welcome back to "morning joe." it's 9:00 a.m. in the east, 6:00 a.m. out west, and that was the raw footage of outtakes from former president trump's taped address the day after the capitol riot. now, this morning the committee in charge of investigating the

attack has finally issued its findings. this report came out late last night, david ignatius. you look at donald trump the day after there is an attempt to overthrow america's government. and he has trouble confronting the fact that it was his people who did it first of all and, secondly, that the election was over. and you know what, you could trace from that point forward his continued legal troubles that may in the end put him in jail. >> joe, what i found in this report is the clarity that we want from investigations. so often committees come out with documents that are just a mishmash. this one is clear, well stated, and makes evident that there is one person to blame for what happened on january 6th, the person who encouraged, in a

sense organized the activity at the capitol that became the insurrection, and that's president trump. the evidence of trump's knowledge, that he had lost the election, was going to go forward despite that, in this report is devastating. and i found most emphatic the committee's insistence that this person, this man, donald trump, who has done these things to subvert our country should not ever hold office again. i felt that was just an absolute thunder bolt at the end of this report. this person should never hold office again. >> you know, it was a massive report. such an extraordinarily -- the executive summary was longer than most books i read. but after all of that, you are

right, david. they boiled it down to the fact that this was about one man and one man only -- donald trump. and more than 800 pages, this report's broken down into eight chapters, and it provides details from more than 1,000 witness interviews and hundreds of thousands of pages of text messages, emails, and other documents. chapter one is titled "the big lie." a reference to donald trump's widespread effort to push false claims about the 2020 election being stolen. that chapter notes that donald trump made efforts even before election day to delegitimize the election process by just repeating over and over again that the election would be marred by ballot fraud. remember, i'd been telling you about chris christie, told in the spring and summer of 2020 that trump was already trying that out. chapter two is titled "i just want to find 11,780 votes,"

focusing on trump's attempt to pressure local and state officials to overturn the 2020 election results. and the next few chapters outline how trump and his allies had a slate of fake electorals, their effort to get the justice department to cast out op the integrity of the election and push to convince then vice president mike pence to decertify the results. now, in the forward of the report, vice chair liz cheney wrote in part, "every president in our history has defended this orderly transfer of authority except one. january 6th, 2021, was the first time one american president refused his constitutional duty to transfer power peacefully to the next." and one could argue the two most important sentences in the report read this -- "the central cause of january 6th was one man, former president donald trump." none of the events of january

6th would have had happened without him. andrew weissmann, you know a thing or two about reports focusing on donald trump. talk about this report. does it do what needs to be done? first of all, for the historical record but more immediately for the department of justice. you know, people can say this report's irrelevant, this is this, this is -- no. they've done an extraordinary amount of legwork, and i'm wondering how their work, how this report helps the doj. >> i think the answer to that is in two ways. first, it is actually quite important for the department that there is sort of public acceptance and public education as to what it's going to do if it is the case that the department brings a prosecution against donald trump either for the events surrounding january 6th or for mar-a-lago.

it's really going to be important for public to have some sense of what are those crimes, are they usually prosecuted, is donald trump being treated the same as other people. and so just the educational function that david laid out and the clarity of this report, i mean, to me it reads like a prosecution memo that you see internally at the department of justice except it's written for the public so it's easily digestible. >> let me ask you this question. let me ask you this question. so, we had the mueller investigation, weed that mueller report. people read through it. every time somebody says the words russian hoax to me, i said, you haven't read the mueller report, have you. you have no idea what they uncovered, do you. so my question is this -- you all had to be feeling pretty great after the mueller report was put out.

you had to expect something to come of that. how is this going to be different? i think a lot of americans like myself read the mueller report, said, my god, anybody else would be in jail for obstruction of justice, and my god, this russian evidence is actually more damning than i actually thought when you look at it all laid out. it was laid out masterfully and nothing came of it. let me say that again. nothing came of it. why is this going to be different? >> so, i think two reasons. one, i think the january 6th committee realized that you can't just issue a, you know, report of hundreds and hundreds of pages with thick legal terminology, and so they had a series of public widely accessible and viewed hearings. and so this is a culmination, but it very much documents what has happened in those hearings. so this is really taking advantage of a different form to

give a report that they've televised it in a way that's very accessible with live witnesses, so all of us can really replay it. second, remember the difference in terms of what can happen to donald trump. he is now out of office. so one of the things that we did not have the validity to do is we could not indict a sitting president for any crimes. he is no longer a sitting president, and so the threat of what the department's going to do with this i think is palpable. and, you know, here that goes to the other point that you were alluding to, which is that this report both helps in terms of public acceptance but it also lays out so much evidence and so the department is going to be poring through this. people like mark meadows and rudy giuliani have to be reading chapter three about the fake

electors and be thinking i really need good counsel because there's so much proof about their involvement in the situation. so different situation in terms of the media savvy of the committee and also now the department's ability to bring actual charges. coming up, our resident grinch joins us with a list of personal grievances. he'll tell us which newsmakers have been naughty this year and the few that have been nice. we get it all from him straight ahead when "morning joe" returns.

welcome to a special edition of "morning joe's" "brand up, brand down," looking back on 25 newsmakers in politics, business, pop culture, entertainment and sports and whether they were up or down by the end of the year. and donny deutsch is here to take us through them all. yikes, a lot of brand downs. some brand ups. >> the thing is some of these actually are a bit obvious, but what makes it so interesting is we've got donny here, that special sauce, you know -- willie, obviously an advertising legend, a branding legend. he's got the branding, i don't know if you've ever been over to his place -- >> oh, yeah. >> -- he's got the super computer. we go to this guy to figure out who's up, who's down, and why. >> there's about 27 danish scientists who are working

around the clock -- >> yes. >> i don't know why they're danish but somehow they kind of got together, and they work at the super computer. there's a google machine also. a lot of different things. a lot of times we do this on a weekly basis, i kind of do funny things like velveeta martinis and things like that. i look at a year, 25 of them, kind of doing some of the things that are basically day-to-day stalwarts of "morning joe" and things we talk about, but in a year-end wrap-up, it would be kind of negligent not to do it. >> he's serious. he's got the double-breasted blazer on so it's game day. >> it is game day. i will tell you, even the choice of the double-breasted blazer, the danish scientists in their lab jackets, in their lab koemts were the ones that told him to wear that. that's all we're going to say about the danish scientists. we'll leave it there. i want to start with donald

trump. and this is one of those that's obvious, but it needs to be done and i'll tell you why. this country has been through a remarkable six years, an extraordinary six years, and it seems that the trump era is drawing to a close. donald trump obviously, donny, start with the obvious, brand down, right? >> i can't think in the history of politics, culture, you know, one brand that has gone from 60 to 0 faster and in a more stunning fashion. brands have what we call brand-down tributes. 25 brand trib units, everything from stealing the documents to endorsing just about every losing candidate to his poll numbers to the january 6th committee possibly bringing him up on criminal charges torque his business being found on 17 counts, on every single judgment made against him, dinner with

white supremacists and anti-semites, saying we should throw out the constitution, it's completely endless. there is no brand that is more down in our culture right now. the latest polls we're seeing with him 20 points behind desantis kind of says the people finally figured it out. >> showing up in the polls now. current president, brand up. >> yeah. i over the years have been a little critical of him saying he doesn't necessarily have his mojo or what not, but when you look at the pure legislative victories, whether it's the chips, whether it's manufacturing, whether it's gun control, whether it's climate, whether it's build back better, the inflation act, no president has gotten more done in his first term probably since fdr and you see what happened in the midterms, on his coattails or the negative coattails of donald trump. so under the guise of a brand of quiet competency, of sanity, of

stability, you've got to give him a major brand up. i don't care where you're coming from. >> well, and you know, mika, what's so fascinating is -- and we see this once in a while, but joe biden's superpower politically has always been underestimated. i remember writing a column in "the washington post," everybody thought he was finished after iowa and new hampshire, i said no matter what happens i'm still proud of joe biden. and he's always been underestimated. he was mocked and ridiculed on twitter going into the 2020 campaign. there were people all around barack obama that didn't want him to run and they would talk to any reporter off the record they could, talking about how he was v he wasn't up to the job. you of course heard a lot of the same talk from the democratic party going into the midterms, again, saying that this guy was taking the democratic party down and he needed to quit.

once again, brand up, he always, he always beats expectations. >> democrats never and didn't in the midterms know what they had in joe biden. they had someone who is a skilled politician, who's made his mistakes along the way, along decades, who's learned from them, who knew exactly what people cared about, didn't care about the polls, and he stayed focused on two issues right before the midterms, and it feels -- it was abortion and democracy, like a laser. people didn't want to campaign next to him. democrats, use your eyes. >> and willie, he was mocked and ridiculed, and you had democrats that would not say whether they thought he should run again in competitive democratic rations. it was just crazy. >> yeah. they're still saying it. they're still not sure if they want him to run again despite he beat donald trump once and had victory in the midterms. brand up to florida governor ron

desantis. >> yeah. the latest polls -- i'm going to cage this because brand up with the success he's had, all right. personally, i don't like his brand very much. i think he's got a lot of dangerous attributes to him. but, look, this is the guy that's been able to do the dance with trump and not necessarily in any way endorse him but not necessarily kind of come after him. at some point in time the rubber is going to hit the road. in the latest polls he's 20 points ahead of trump, which is amazing. he won overwhelmingly in florida. he seems to be the fair-haired boy. he has not done anything wrong. my chink in the armor is i think this is a moment in time where he comes up and says we need to win, guys, it's about winning and i'm going to stand for a lot of the same things that your guy stands for but we're going to do it a different way, take a lot of the vitriol out. he's clearly the future of the party, but let's put a "but" on this, we haven't seen him on the

big stage. we haven't seen if he can take a punch, under the type of scrutiny on a national stage. right now on his year, you have to give him a major brand up, but this is still a tbd. >> as donald trump continues to fade, there will be increasing calls for him to jump into this race. we'll see if he does it. brands up, liz cheney for her work on the january 6th committee. >> yeah. you know, she's truly i think the american hero of the year as far as americans go. she lost her job. it's one thing to go out on a line and stand up and take a stand. it's another thing when you're sacrificing. this is the whole problem we see with republicans. not one of them -- they realize if they stand up, a lot of them lose their job and she lost her job. she will be a politician on the scene for decades to come. she could be presidential timber in the future. but i think that her brand is as strong as any political brand out there, and you've got to give her kudos every way, shape, or form. she put on a stunning performance for january 6th.

>> we often hear how divided the electorate is, maybe they are. i brought up anthony fauci a few weeks back talking about how republicans keep bashing fauci. he was the only person out of 15 people polled -- in a recent poll that was positive, number two, the one closest to anthony fauci, liz cheney. >> yeah. she's done an incredible job over the past year, especially, for the country. on that front, someone you could say maybe was doing the opposite, donny, marjorie taylor greene. you say brand down, and i wonder, though, if your feelings don't match reality here because she's actually gaining in power. >> she's gaining in power, but i think that she's going to run into a buzz saw. she's come out with everything from, hey, if i was in charge we would have won that january 6th, i would have had guns there and things like that. i just think that they are heading into a moment of time where that type of vitriol, that

type of hate, yes, it gets you media attention, but i think as the republicans, joe, you've talked so many times on the show about the losing strategy of the republicans, her brand so to speak as far as awareness and popularity, a very narrow segment, but her brand on a national stage being able to make a difference in a meaningful way long term i think is limited. i think this is a moment in time. >> big swing for the moment, though, right, mika? >> right. >> influence over kevin mccarthy. >> oh, my gosh, that's true. >> yeah. >> never kevin, you never know. and finally, donny, nancy pelosi, brand up. >> yeah. you guys showed a couple weeks, in the last week or so john boehner getting up there and crying as he talked about her. i don't think we've had as effective a speaker in my lifetime. say what you want about her, like her or not like her, the level of competency, the way she kept her caucuses in line, the

way she's handled herself with dignity in every single moment, she will go down in history as one of the great speakers of all time. you have to tip your hat to nancy pelosi. >> without question. now to voters. you're starting a brand up with independent voters. why do you say that? >> more people identify themselves as independents than they do republicans or democrats, and the independents came to bear in the last election. the independents, i believe, more than any other group, saved our democracy. they are the ones who came up and spoke. and i think independent as a brand is going to continue to grow. we are not -- yes, we are a two-party system, but most people when you look at their wardrobe of attributes, they don't line up completely we they are party. i think independent is going to be a bigger brand as we move forward. >> republicans blew what should have been a layup of midterm election season, giving them a >> yeah.wn. you know, joe, you can't talk about it enough, just what a losing strategy, the party of

grievance, the party of nothing, even after all of these losses, what do they come forward with? hunter biden's laptop. the republicans are lost. they can't get up. and the problem they have going forward is donald trump, although we see him disintegrating, i see him going back for a last segment, running as an independent, a very different kind of independent, and he still holds that base. so they have a problem. they have a major branding problem. i think if you polled 90% of republicans they'd say good-bye, good. they're stuck with him. they're stuck with his grievance. and they have a problem for the foreseeable future. unless ron desantis can really rescue this party, this party is in deep, deep trouble. >> and the problem is, again, putting it in donny's terms, they're micro targeting. they keep micro targeting the people that are in the bubble. they keep trying to convert

those who were already converted. they're talking to themselves. and so when you're losing the suburbs, when you're losing middle america, when you're losing swing voters, when -- you're just not going to win elections. and yet they remain focused on micro targeting. i think the best example of this actually was in arizona, the final week of the midterm campaign, out in arizona, kari lake decided to attack mccain voters and said if you're a mccain voter -- as a former politician, you just shoulder. you want every vote. you want everybody on your side. and yet they keep pushing people away. >> yes, they do. and you know another issue where they do that is abortion, donny. if you look at a lot of different polls across the country on different demographics, republicans even are split on abortion, and more of them are for women having the

right to choose than you would expect. roe v. wade, brand up. >> yeah. i think this was so much more important than the last election than polls were showing. i think it was one of those gut issues. i think this is the tone dechness of the republican party. obviously, this is a supreme court decision sh not necessarily the party's decision, but i think that will continue to be a cause celebre for democrats. this is i think one of those things that's underneath it that just speaks volumes about going backwards versus going forward. that is a brand that as long as the republicans are stuck with the anti-roe v. wade, the rollback of roe v. wade, their brand stays tarnished. you have to interlock the two of them. >> while some of these things seem obvious to us now as we talk about roe v. wade, it's shocking that americans would respond as overwhelmingly as they did if you looked at polls, if you looked at where the republican party was, if you looked where swing voters were.

it's very surprising looking back to see just how dramatic the backlash was. our last brand up, brand down of this segment -- >> global. >> -- is global. if you go back a year, it's very safe to say literally nobody would have seen this coming, even ukraines, vladimir putin brand way down, zelenskyy brand up. nobody could have imagined when the tanks started rolling in and people believes the ukrainians would collapse in three, four, five days. nobody would believe at the end of the year we would be talking, and this is where the arrows would be pointing in a really dramatic, historic way, donny. >> not just president putin. really unearthed and tooked the focus off russia in terms of not being a super power. it's third-world country in so many ways. if they chose sides in the

beginning, ukraine or russia, it would be a no-brainer. zelenskyy has been pitch perfect handling the media. this goes back to joe biden, the nato coalition he put together, but zelenskyy was "time" magazine's man of the year, rightfully so. putin is a damaged, hurt brand. i don't know what his exit ramp is off, but zelenskyy is an international hero and i think "time" magazine had it completely right still ahead on this special edition of "brand up, brand down," donny gives us the trends for some of the biggest names in business, sports, and entertainment. we'll be right back. ple remember commercials with nostalgia. so to help you remember that liberty mutual customizes your home insurance, here's one that'll really take you back. wow! what'd you get, ryan? it's customized home insurance from liberty mutual!!! what does it do, bud? it customizes our home insurance so we only pay for what we need! and what did you get, mike? i got a bike. ♪

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welcome back to a special edition of "morning joe's" "brand up, brand down." we turn now to the newsmakers in business, sports, and entertainment. where shall we start, joe? what do you think? i'm thinking -- >> biggest brand down. >> yeah. crypto. ftx, donny. >> midsummer we're looking at all the baseball games, you're seeing the logos there, what is that? that's big. i got people coming up to me at baseball games going, dude, you need to invest in crypto. i'm, like, dude, let's look at the baseball game.

i mean, this is just one of those moments we think back to pets.com, we think back to the -- i mean, all of the crashes, this was probably, donny, one of the biggest crashes in the history of the u.s. economy. >> i mean, ftx, $30 billion brand just disintegrates, and it took a lot of other co-brands with it. a lot of very famous people endorsed this brand and are now part of class action suits, tom brady, steph curry, very popular group of decent people that got caught up in it. it's ooh a cautionary tale to speak out about a brand. ftx was kind of the center of the universe. blockchain is here, but crypto and coins i think there's a huge, huge tbd and ftx is probably -- other than elon musk

and twitter, probably the biggest business brand of the year. >> sam bankman-fried in a lot of legal trouble because of it. dominos continue to fall. your next brand down, elon musk and twitter. >> yeah. twitter -- this is amazing to me. the fact that what has happened, he has gone from, elon musk, his personal brand, almost this angel coming down to send us to space and bring electric cars, and his ego and vanity and megalo mein ya said i'm going to get in terms of this and take over twitter, and since he's taken it over, hatch the advertisers have left, tesla has fallen into the ground. to come back and say we should allow this hate speech, allow various exploitive type things on the site is stunning. i think he's lost his mind. his brand is currently incredibly tarnished. and twitter's got to figure it out because right now this is

probably the biggest business story of brand down that there is out there. >> elon musk is brilliant. he has changed the world, which raises the question again, why is he doing this with twitter. you also say, donny, big tech in the larger view is a brand down. >> if you look at the stock, look at microsoft, apple, amazon, apple down 20%, but amazon down 47%, these were institutions we believed in, and all of a sudden, and this is one of those things, a lot of people have looked at their 401(k)s and go what happened and kind offing a -- kind of aggregate it, off 50%, this is what fuelled the economy. a lot of people believe it will be a long time before they come back. amazon is giving out negative guidance going forward. big tech crumbled, one of the big institutions we lost a lot of confidence in. >> at the beginning of the

pandemic, i remember talking to somebody who said you need to invest in the stock market. i'm not a stock market guy. if i don't understand it, if i'm not on top of it, i don't do it. this guy says to me, he goes, let's go into fight stocks, the monopolies, microsoft, amazon, google, facebook, what was the fifth, apple. apple. they just absolutely exploded during the pandemic. those stocks exploded. but i want to draw your attention to somebody else that is a massive brand down through all of this, and that's mark zuckerberg, who lost $100 billion of his net worth over the past year because facebook has cratered and they don't seem to have a second act. >> no. facebook is down 62%. they've lost two-thirds of the value of the company this year.

and meta has been a disast erp. his ai has been a disaster. and young people are not going on facebook. if you have kids at home, 14- and 15-year-olds, facebook is just not the answer for them anymore. >> no. >> there's only so many third-world countries you can find here and zuckerberg looks like a jerk the entire way. this is a guy that this brand was built on, you know, populism and do good for mankind, yet they couldn't control misinformation. 50% of the world gets their news from facebook, and we know the problem with the news on facebook. >> and the thing is they handled while on top, handled it so poorly, yelling at employees who were warning them about russian disinformation, trying to stop any investigations to show how they have actually helped the russians influence the 2016 campaign through facebook. so that obviously was one problem. the other problem is, again, as donny said, you know, their audience is aging out.

this is becoming the my space of -- >> yes. >> for our children. they just aren't on facebook anymore. >> well, let's move to the next brand down, and that's the workplace. it's really hard for companies across the country to get people to come in to work. >> workplace productivity is way down. 65% of employees want some time of better work environment. i think the inmates have taken over the asylum. it's a terrible situation with young people. i don't know how they get mentored. i ran an ad agency for a lot of years. the energy, the collaboration of the workforce, and we have with gen-z and gen-x and gen-y, an entitled group of people. i think it was the ceo of morgan stanley said if you feel well enough to go to a restaurant,

you're well enough to go to work. if i was still running a company, i would mandate it. i think our entire workforce population, our productivity is so on the wane because people sitting in front of zoom calls. coming up, from will smith to taylor swift, entertainers have made plenty of headlines, but for very different reasons. we'll look at how their brands are doing.

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welcome back to a special edition of "morning joe's" "brand up, brand down." >> let's swing over to entertainment and culture, donny. will smith for obvious reasons a brand down. >> you know, one of the biggest entertainment story tos of the year. his q score was one of the highest there is, the most likable guy. this is a brand i think is permanently damaged. when you see the assault, and it was last february or march and you haven't heard much of him since, you can't hide truth, you can't hide video. what he did was the most jerky,

assaultive, maniacal, absurd thing, and i don't think you can watch a will smith movie again and feel the same way about him. he came out, did a mea culpa, but i'm just very curious to see what kind of studios will put their money on him in the future. >> even the apology was a little half-baked. >> yeah. >> "top gun: maverick," my favorite movie of this year, it got people excited about going back to the theater again. >> tom cruise, biggest movie star in the world, no question. i went to see it in the movies. it is just -- goes back to what we want movies to be -- exciting, star driven, heart pumping, so well done. and i think it was a really ballsy move for them to say we're only releasing it in theaters, i don't think it's still even online i mean on streamings, and it was the biggest movie of the year by far, and you have to give it to

maverick. >> and also by the way, nice to see it getting real awards consideration. they used to shy away from those. it's a great popular movie. >> if i was running it, i old say go beyond the incredible woke stuff. >> taylor swift, brand up. at one point she held all of the top ten singles on the chart this year. >> yeah. that's never happened in the history of billboard. taylor swift is the biggest pop star in the world. there isn't a close second. and she spans generations. that's the amazing thing about her. i would go with my daughters to see taylor swift. she is a machine. she's an incredibly likable personality. since ticketmaster exploded for her new tour and closed it down saying i want to get this right, i don't want it going to the scalpers. >> big talent.

"yellowstone," kevin costner getting it done. >> it brings red and blue states together. that was the kind of genius of the show. it's very high-minded, very well written, yet takes place right in -- it's in montana, right in that sweet spot of a red county, of red america, and i think you will see a lot of entertainment going forward -- there's three spin-offs already, one with harrison ford coming, sly stallone set in tulsa, but you'll also see a trend for these great, huge movie stars that don't necessarily are have the impact to theaters because people our age aren't going to theater, let's do streaming with them. >> a great show. and we close with someone who thank god is home for the holidays right now, brittney griner. >> you have to give a brand up for her, what she's been through. this is another example of showing how lost the republicans are, that they had an issue with

this, because why didn't you bring the marine home as opposed to the black lesbian, but you've got to give it to her. she's home, thank god. another plus for biden also. brand up for biden. go back to where we started. >> all right. donny deutsch, thank you so much. that does it for "brand up, brand down" for the year. >> by the way, "brand up, brand down," big brand up. >> i like it. >> joe, as i say all the time, it's the kids, once again. i don't know why it's scandinavians but a little scandinavian boy, bjorn and his family stopped me on the street and said thank you, mr. deutsch. i said, bjorn, this is what i would do for the people i know. >> willie, do me a favor and take us away here. let me know if he's wearing jeans and clogs today. >> a nice women's boot to go with it. >> okay. donny deutsch. so disturbing.

just ruined it for me. >> down. >> so brand down. >> donny deutsch, thank you so much, buddy. >> "morning joe" will be right back.

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7:00 a.m. pacific. i'm jose diaz-balart. right now, for 200 million people are ushd winter weather alerts as a monster winter storm pushes towards the thoes after bringing heavy snow and arctic conditions to the great plains and the midwest. the storm is creating travel chaos. and famiies still sleeping on the streets after making the dangerous journey to the u.s. in search of awe sigh lumbar. also the final report is available on the january 6th committee. meanwhile, lawmakers have just hours to pass a