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on masking twitter aside, th past year brought discoverie both good and bad in the sector jake ward has more for us. >> 2022 saw the enormous potential and the enormous risks of technology play out over a single year there were a lot of promises made that wound up going nowhere or worse the biggest, of course, with crypto, the stuff of super bow commercials and overnight -- and in 2022 in flames are sa bankman-fried, founder of ftx, became the face of a crisi

which wiped out individual investors and deeply wounded the industry until investigators closed in and ha him arrested in the bahamas. big tech companies, symbols of analyst growth, flailed this year as the economy suffered medicine from the trillion dollar valuation last year t 268 billion dollars this year. advertising fell apart and a blue billions on its founder stream of the metaverse whic we will work and play in tech companies laid off tens o thousands of people. no one tech company grab the headlines quite like twitter when elon musk stopped fightin and finally went through wit acquiring the company ha promised, every day brought new surprise from firing mor than half the staff to a wav of embarrassing impersonations to invite in trump and other band folks back. we still don't know what twitter will be what it al shakes out now that the stream -- a case making social media illegal responsible for what w post we don't know what social medi

is going to look like this tim next year. with all this drama, the yea also saw some big discoveries. artificial intelligence made some amazing new tools possible, including tools allowing anyon to create gallery ready art by describing what they want to see. goodbye, hollywood a new software from open a col chatgpt you can ask to d things like right novel or software who knows what companies and ethical issues that coul launch finally, speaking of launches, the james webb space telescope the most powerful ever built left earth and revealed th atmosphere of a possibly livable world along with image of the birth and out of stars. it's a reminder of what we can pull off as the species an that all these tech dramas her on earth are really pretty tin in the scheme of things. >> jake for us in sa francisco. jake ward, thank you after a short break, com

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morning joe is brand up bran down we're looking back on 25 new makers in politics, business pop culture, entertainment, an sports whether they were up or down b the end of the year. donny is here to take us through them all yikes, a lot of brand downs. some ups >> some of these actually are bit it's obvious what makes it so interesting i that we have donny here who ha that special sauce he obviously is an advertising legend, a branding legend. he has the branding. out a ever been over to hi place, but he has th

supercomputer, the brandin supercomputer. we go to this guy to figure ou who is up and who is down an why. >> there are about 27 danish scientists who are working around the clock - i don't know why they're danish, but they just somehow go together they work with a supercomputer they use the google machin also they do a lot of different things as you said, a lot of these ar -- a lot of times we do this on daily basis. i just do funny things lik velvet are tynice. when we look at a year, we hav to do some of the things which are basically day-to-day stalwarts of morning joe and things we talk about in a year and wrap up, it woul be negligent not to do it. >> we know he serious. he's got the double breasted blazer >> dreams? >> it's game day even the choice of the doubl breasted blazer, the danis scientists into their la

jackets, in their lab coats ar the ones who told him to wea that that's all we're going to sa about the danish scientists. we will leave it there i want to start with donal trump. this is one of those which i obvious. it needs to be done. i will tell you what this country has been through remarkable six years, an extraordinary six years. it seems that the trump era is drawing to a close donald trump obviously - let's start with the brand down >> in the history of politic or culture, any brand that has gone from 60 to 0 faster and i a more stunning fashion. we could probably -- brands have absolute i could give 25 bran attributes everything from stealing a document to him enjoy seeing every losin candidate to his poll number

to the january six committee this business was found in a - every single judgment made against him. he had dinner with white supremacy cysts and i saw my he said we should all of the constitution it's just analysts it's completely endless. there's no brand more down i our culture. the latest poll numbers we are seeing within 20 points behind desantis kind of say that th people have figured out. >> that's showing up in th polls. the former president's brandon >> i've been critical of him saying he doesn't necessaril have his mojo. when you look at the pur blocking and attacking, th legislative victories, whether it's the chips, manufacturing, gun control, climate, buil back better, the inflation act no president has gotten more down in his first term since fdr. you see what happened in the midterm elections in terms o

his coattails or the negativ coattails of donald trump as far as the way the democrats outperformed under the guise of a brand o quiet confidence, of sanity, o stability, you have to give hi a major brand up i don't care where you'r coming from. >> what is so fascinating is that - we see this once in awhile joe biden superpower politically is always been underestimated i remember writing a column in the washington post. everyone thought he wa finished after iowa and ne hampshire. no matter what happens, i am proud of joe biden he has always been underestimated he was mocked and ridiculed on twitter going into the 202 campaign there were people all around barack obama that did not want him to run they would talk to any reporte off the record they coul talking about how he was not u to the job

you heard a lot of the same to from the democratic party goin into the midterms again saying that this guy was taking the democratic party down an needed to quit once again, brand up, he alway beats expectations >> democrats did not know what they had in joe biden. they had someone who was a skilled politician who mad mistakes along the way, alon decades, who has learned fro them, and he knew exactly what people cared about it was abortion and democracy. like a laser, he didn't listen to anyone. people didn't want to campaign next to him. use your eyes. >> isn't it funny? he was mocked and ridiculed. you have democrats who would not say whether they thought h should run again or not in competitive democratic races

it was crazy >> they're still saying that they're still not sure despite the fact that he beat donald trump wants and had this run i the midterm elections. let's keep moving. brand up to florida governor ron desantis >> yeah, the latest poll - ongoing to hedge this becaus he branded it up with th success he has i personally don't like hi brand very much. i think he has a lot o dangerous attributes look, i mean, this is a guy wh has been able to do the danc with trump and not necessarily indoor simba not necessarily come after him at some point in time, the rubber is going to hit the road in the latest polls, we saw hi 20 points ahead of trump, whic is amazing he won overwhelmingly in florida. he seems to be a fair haired boy. he hasn't done anything wrong. my chink in the armor is i think this is a moment in time when he just comes up and says we need to win, guys it's about winning i'm going to stand for a lot o the same things that you're gu stands for, but we're doing it

in a different way we're taking the vitriol out he clearly is the future of th party. let's put a buck on this guys have spoken about this on the show we kind of haven't seen him on the big stage. we have not seen if he can tak a punch. we haven't seen him under that type of scrutiny on a national stage. right now, on his year, yo have to give him a major brand up this is still a tbd. >> donald trump continues to fade there will be increasing calls for him to jump into the race. we will see if he does let's keep moving. liz cheney this year for her work on the january 6t committee. >> you know, she is truly th american hero of the year as far as americans go. she -- it's one thing to kind of go out on the line and stand up and take a stand it's another thing when you're sacrificing. this is the whole problem we see what republicans if they stand up, a lot of the lose their jobs. she lost her job she will be a politician on th scene for decades to come. i think she could be presidential timber in the

future i think that her brand is as strong as any political bran out there. you have to give her kudos she put on a stunnin performance at january 6th >> we often hear how undivided the electrodes maybe they are i brought up fauci a few weeks back, talking about ho republicans keep bashing fauci he was the only person out o 15 people polled in a recent poll that was positive number two, the one closes anthony fauci, liz cheney. >> yeah, she has done an incredible job over the past year especially for th country. on that front, someone who you can say might be doing the opposite is marjorie taylo greene to your feelings match reality she is actually gaining in power? >> she's gaining empower i think she's going to run int

a buzzsaw. she's come out with everything from, hey, we would have won that january 6th i would've had guns there, things like that i just think that we are heading into a moment of tim when that type of vitriol, tha type of hate, yes, it gets you attention, but i think the republicans have shown tha they talk about the losing strategy of the republicans. her brand, so to speak, as far as awareness in popularity - it might be up, but her bran on a national stage, being abl to make a difference in meaningful way, is limited lon term i think this is her moment i time >> being sway for the moments. she has influence over kevin mccarthy >> that's true kevin, you never know. finally, donny, nancy pelosi brand up >> yeah, you guys showed a couple of weeks, john boehne getting up there and crying as

he talked about it i don't think we've had an effective speaker in m lifetime say what you want about her, like are not like or, the leve of confidence the way sh capture caucuses in line, th 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 t nancy pelosi >> without question. let's move on to voters. you're starting a brand up wit independent voters why do you say that >> interesting, gallu recently asked people to identify themselves. more people identify themselve as independents that republicans or democrats the independents are really wh came to bear in the last election the independents, i believe, more than any other group, saved our democracy. they came out and spoke. i think independent as a brand is going to continue to grow we are a two party system. most people when you look at their wardrobe of absolute don't lineup completely into either party i think independent is going t be a bigger brand as we move forward. >> republicans blue what shoul

have been a layup of a midterm election i'm giving them a brand down >> you can't talk about it enough, what a losing strategy the party of grievances, party of nothing - even after all of these losses what did they come forward with? hunter biden's laptop. the republicans are lost they can't get up. the problem they have goin forward is that donald trump although we see hi disintegrating as well as hi popularity, i don't see hi disappearing i see him going back to our -- joining us as a different kind of independent he still holds that base they have a problem. they have a major branding problem. i think if you polled 90% of republicans, they would sa that we want him to go away. goodbye. they are stuck with him. they are stuck with hi grievance. they have a problem for th foreseeable future unles rhonda scent is can really rescue this party. this party is in deep, dee trouble. >> the problem is that putting

it into dante storms, they are micro targeting. they keep micro-targeting to people who are in the bubble they keep trying to conver those who are alread converted. they are talking to themselves when you are losing the suburbs, when you are losing middle america, when you're losin swing voters, you are just not going to win elections they remain focused on micro targets. i think that the best exampl of this was actually in arizona, the final week of the midter campaign kari lake decided to attac mccain voters and said that if you are mccain voter you shoul get out of here. as a former politician, yo have just shuttered. you want every vote. you want everybody on your side. they keep pushing people away. >> they do another issue where they d

that is abortion, donny. if you look at polls across th country on different demographics, republicans ar split on abortion. more of them are for women having the right to choose the he would expect. roe v. wade, brand >> yeah, i think this was so much more important than the last election. i think this was one of the gu issues i think this is the tone deafness of the republican party. this was a supreme court decision, not necessarily that of the party i think that will continue t be a cause celeb refer democrats. i think this speaks volume about going that were i is going forward. this is a brand which, as long as the republicans are stuck with the anti roe v. wade, they're brand stays tarnish. you have to interlock the tw of them. >> i have to say there are - some of these things see obvious to us as we talk about

roe v. wade. it is shocking that american would respond as overwhelmingl as they did. if you look at polls, if you look at where the republican party was, if you look where swing voters were, it is ver surprising looking back to see just how dramatic the backlash was. our last brand aung is - it's very safe to say that literally no one would hav seen this coming vladimir putin, brand way down zelenskyy, brand way up. no one would have imagined whe the tank started rolling in an people believe the ukrainian would collapse in three, four, five days. no one would believe that at the end of the year we would b talking and this is where th arrows will be pointed a really dramatic historical way. >> yeah, not only putin, i

really unearthed and took th close off russia as far as not being the superpower it's a third world country and so many ways if they would choose size to b getting into, who are yo betting on, it would be no-brainer zelenskyy has been so pitc perfect in the way he ha handled the media. this goes back to joe biden an the -- i didn't bring this up what was talking about joe biden, but the nato coalition he pu together zelenskyy was time magazines man of the year, rightfully so putin is a damaged, hear brand. i don't know what his exit ram is zelenskyy is an internationa hero i think time magazine had right. >> still ahead on this special edition of brand of, brandon donny gives us the chance fo some of the biggest names in business, sports, an entertainment. we will be right back. we will be right back. that doesn't cost $50? paentamin formula repairs hair. as well as the leading luxury bonding treatment. for softness and resilience, without the price tag. if you know... you know it's pantene.

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of brand aung. we turn to the news makers and business, sports, an entertainment. where shall we start, joe? what do you think? >> the biggest brand down. >> crypto, ftx donny? >> we were looking at all th baseball games you are seeing though logo there. what is the? that's big i think people were -- to, you need to invest i crypto i'm like, dude, let's look a the baseball game. i mean, this is just one o

those moments. we think back to pass.com, all of the crashes this was probably one of the biggest crashes in the history of the u.s. economy. >> ftx, 30 billion dolla branches disintegrates it took a lot of other c branch with it a lot a very famous people endorsed this brand they are now part of class action suits. >> you have very popular decently will who were caugh off on it. i think it's a cautionary tale when you get involved anyone dorsal brand, look you hav guys like jamie diamond. he doesn't see it in crypto. it is the emperor's clothes. this was obviously ftx being the center of the universe blockchain is here, but crypto and coins, i think there is huge tbd ftx is probably, other than -- we're going to get to a. other than elon musk and twitter, it's probably the

biggest business brand out o the year >> we're showing sam bankman-fried right there, the head of ftx in a lot of lega trouble. dominoes are falling let's move to your nex brandaun that is elon musk and twitter. >> yeah, this is amazing to me the fact that what has happene -- he has gone from - his personal brand has gon from this guy who is thi almost angel come down to brin us into the future to send u to space and bring electri cars his ego and his vanity and his megalomania say, i want to get in the middle of this and take over twitter since he's taken it over, half the advertisers have left. testing has fallen into th ground to come back and say we should allow hate speech and allo various exploitative typ things on this is stunning his brand is currently incredibly tarnished hato figure it out as of right now, this is probably the biggest busines

brand down there is out there. >> elon musk is brilliant. he has changed the world, whic raises a question we have been asking for months? why is he doing this wit twitter? big tech in a larger view as a brand down >> if you look at the stop, if you look at microsoft, apple amazon - apple is only down 20%, bu amazon is down 47% these were institutions we believed in. all of a sudden, this is one o those things were a lot of people of their 401ks and gone what happened? if you aggregate it, i think it's up 30% collectively this has been what is fuelin the economy. a lot of people feel like it's going to be a long time before they come down amazon has been giving out ver negative guidance goin forward. big tech, which was kind of ou yahoo foundation, crumbled it was one of the bi institutions we lost a lot o confidence in. >> at the beginning of the pandemic, i remember talking t

someone 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' do it. this guy said to me, egos, jus go into five stocks. go into the monopolies microsoft, amazon, google, facebook, what was the fifth apple. they just absolutely explode during the pandemic. those talks exploded i want to draw your attentio to someone else who is a massive a brand down through all of this, which is mark zuckerberg who lost 100 billio dollars of his net worth ove the past year because facebook has cratered and they don' seem to have a second act. >> facebook is down 62%. they've lost two thirds of the value of their company meta has been a disaster

he's a i has been a disaster young people are not going o facebook facebook is not the answer for them there are only so many third world countries you ca pioneer. he looked like a jerk th entire way this was a guy who's brand was built on populism, doing goo for mankind. they could not control misinformation 50% of the world gets thei news from facebook we know the problem with the news on facebook >> they handled it well they were on top so poorly. yelling at employees who wer warning about russia disinformation, trying to stop any investigations to show how they actually helped the russians influence the - that obviously was a problem the other problem is, as donny said, their audience is agin out. this is becoming the my spac

for our children they just are not on faceboo anymore. >> let's move to the nex brandon. that is in the workplace donny, it's so interesting this came out of the pandemic. it's really hard for companies across the country to ge people to come into work >> workplace productivity is way down 65% of employees want some typ of hybrid work environment the inmates have taken over th asylum it's a terrible, terrible, terrible situation for young people i don't know how they ge mentor iran an ad agency for many years. the energy, the collaboratio in the workforce - a very entitled generation they are missing a lot all ceos have said that yo have a better chance to rise i the company when i get to se one person, and the banks have it right morgan stanley ceo said, look, if you feel well enough to g to russia, you're well enoug to go to work. if i were running the company,

i would mandate it i think our entire workforce population, our productivity i so on the wane because of this people sitting in her underwea in front of zoom calls >> coming up, from will smit to taylor swift, entertainer have made plenty of headlines, but for very different reasons we will look at how thei brands are doing next. brands are doing next. [girls giggling] ♪♪ ♪♪

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up right down. let's swing over t entertainment and culture. will smith, is a brand down fo obvious reasons. >> one of the bigges entertainment stories of the year his score was one of the highest there is, the most likable guy. this is a brand that i think i permanently damaged. when you see it -- you have not heard much from him since. you can't hide truth you can't hide video what he did was the most assaulted, megalomaniaca absurd thing i don't think you can watch it will smith movie again and fee the same way about it. he came out and did a me culpa. i am just very curious to se what kind of studio is going t put their money behind wil smith. >> even the apologies have bee half baked he's trying to come out and do them top gun maverick was m favorite movie of this year. it got people excited abou movies and going back to the movie again. >> tom cruise, biggest movie star in the world. no question about that

i want to see it in the movies i couldn't think of anothe movie i've seen the last few years. it just goes back to what we want movies to be. exciting, star driven. heart pumping and so will done i think it was really ballsy move for them to say, we'r only going to release it i theaters i still don't think it's eve online it's still on streaming it was -- you have to give it a maverick way to, go maverick. >> nice to see it's gettin real awards considerations they used to shy away from the popular movies it's a great movie >> if i were running award shows, i would say to give movies to -- last five years out awards shows this incredible woke stuff that he wouldn't forward i have movies -- what who? >> taylor swift, brand up. she held all of the top te singles on the chart at on point this year. >> that has never happened i the history of billboard taylor swift is the bigges popstar in the world

there is not a close second. she spans generations. that's the amazing thing i would go with my daughters t see taylor swift she's a machine. she's incredibly likable since ticketmaster exploded on her new tour came out, she has closed them down and said, i want to get this right i don't want to go into th scalpers she has a huge brand she still so young it's incredible. >> she is great. brenda, yellowstone. great show with kevin costne getting it on. >> what's really fascinating about it is that it shows that you can do shows which bring red and blue states together i think that was the kind of genius of this show. it's a very high minded, ver well written, yet takes plac right in that place in montana right in that sweet spot of red county, right america. you will see a lot o entertainment going forward. there are three spinoffs already. there is one with harrison ford the same producer did one woul sliced alone on tulsa.

you are going to see a trend with these huge movie stars. it doesn't s airily have the impact to -- >> we close with someone who i home for the holidays right now, brittney griner. >> you have to give a brand ou for her and what she has bee through. this is -- why didn't we bring the marine houma supposed to the blac lesbian who kneeled at every sporting event you have to give it to her she's home that's another plus for biden. we have a brand for biden. let's go back to where w started. >> thank you so much, that doe it for brenda. >> by the way, big brand up fo brenda brandaun. >> the kids, it's the kids onc

again. i don't know why it is scandinavian's a little scandinavian boy, björn and his family stopped me on the street. thank you, mr. deutch. your, we do have people like you. >> sweet boy >> let me know if he is wearin jeans and clogged as of today. >> women's boots to go with it >> okay, donny deutsch, so disturbing you just ruined it that is so branded out >> donny deutsch, thank you so much we love you, donny >> thanks to the morning joe team as for us, another hour of new is straight ahead for you, including an update on the severe winter weather slamming the country. that and more is at the top of the hour right here on msnbc the hour right here on msnbc carson: so in this flashback, we're all the same age? hoda: yeah! teacher: what does everyone want to be when they grow up? savannah: if i say two jobs do i get extra credit? teacher: no. girl 1: i want to make immersive video games.

girl 2: i want to revolutionize 3d printing. girl 3: i want to analyze data from the cloud. al: i want to be a meteor! girl 2: you mean meteorologist? al: no... girl 2: that's great al. follow your dreams. carson: for the record, i good morning, kaleb.s. alec. are you seeing this? are we cartoons? i think we are. this is awesome. look over there! is that alec, kaleb, welcome to shriners hospitals for children village. we call it fezzyville. and i'm the mayor. mayor fezzy you boys got here just in time. we need your help. oh, wow. this is shriners hospitals workshop, where you can discover the moments our donors make possible. this is amazing. wow!

kids, it takes a whole lot of support from caring people out there to make all this happen. and i can't think of anyone better than you two to deliver this important holiday message. what do you say? think you can do that? sure thing, fezzy. i can't believe we got to hang out with fezzy. that's mayor fezzy to you, alec. wait, we have a job to do, kaleb. oh, yeah. it takes a lot of support from caring people just like you to fund all the important work that everyday heroes at shriners hospitals do every single day. can you become a monthly donor today? when you do, we'll send you your very own love to the rescue blanket to show that you're a part of our shriners hospitals for children workshop team. i hear the blanket is adorable. laughs but seriously, whether you call or go

online to loveshriners.org and become a monthly donor or just make your very best one time gift. we want to say thank you and happy holidays, everyone! and a good ttu

i'm richard -- at msnbc headquarters in new york city. and historic winter storm ha left more than one and a hal million americans now withou power on christmas eve, kickin off the coldest christmas an decades for much of the nation breaking news out of arizona the judge has just ruled against kari lake's bid to overturn the results of -- arizona's gubernatorial race --