hexp tore that is dean crutchfeld, he's the brand and crisis management expert with dean crutchfeld andtes. always nice to see you. >> good to be here. >> yeah weigh in on this. what do you think of nike's move. >> he earned $3 million of free advertising is it smart marketg or a dumbdecision? to me this isn't about getting involved in polics and this is about getting involved in a politicallyensitive issue. they're not saying they're democrat or republican, but kaepernick is face of the just do it campaign. is this a positive for nike? i believe it is. >> longer tomoow, but short term expect some waves which we're seeing. >> exactly. millennials is the market they want. they don't want a 60-year-old buying a pair of sneakers. they want a 16-year-old buying a pair of sneakers, that's clearly it, but also as you look at research, 37 of millennials were against the kneeling of the nfl and it was a sense that the issuh millennials and here ate thing. the younger generation tend to be more open minded and a more flexible and therefore, i think nike knows that this message can resonate acros

joining us to discuss why a business changes its name is dean crutchfeld. >> good to be >> let's start with ww. the market liked it. it was up 4.5% today. last year it was a huge gainer market.tock what do you make of their move today? o well, you know, brands are about standin or die. so to stand out you need to be relevant andgh wwatchers realizes that the past was about teting and looking good. today andorrow is about feeling good and getting more out of life and so they want to create a platform that's not just aboutut diet is beyond uset and in many ways they're an ecommerceess that can be selling dietary products, health food,li s health care equipment, an opportunity for a stretch for ww far more than it was for weight watchers. >> then there are companies that n't want to remind people of the past of what's happened. gmac that sue mentioned before, gmac ban becoming allied bank. gmac was notoriouse for s of the subprime loans that lednc t the fil crisis, right? >> absolutely. they want to break away past. the gmac was literally drowned out by the whole subprime scandal. one of