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People that relates to what their emotional drivers are. in whatever the arena is. in this case, the election. the other candidates are not doing that as well. we talked last week about, you know, jeb bush and ben carson and a few other candidates not having a strong positioning around what it is they want to connect to with voters. >> all right, martha pease, thank you very much. that was fascinating to discuss that. >> a pleasure. thanks. . you are in the "cnn newsroom." i'm brianna keilar in for poppy harlow. president obama is taking checktion action on gun control and right now he's wra...

The risk at least of losing ground with voters, with people. so the merchandising component of an overall brand strategy can be very critical. and today the merchandising component is not just about a t-shirt or a hat. it's also about what happens digitally. it's about what happens with content. and so merchandising can actually take on a more important role than it has in the past. the fact that trump, clinton and other candidates have been using merchandising well i think is an -- i think it speaks importantly to what they're trying to accomplish with the brand. >> it's pretty simple when yo...

Often preferred mode of -- hillary clinton and jeb bus has remained silent on this video. as you noted, one of the interesting elements, bringing this type of thing up in the debate in december. at that time, there was no evidence that any type of recruiting videos actually existed. what this creates is that concrete evidence with him in this video, or being used in this video, it's almost certain this will be coming up in the weeks ahead. something he will likely have to address. >> so you're there in in mississippi. how is he resonating with people there? >> you know, it's interesting. missi...

Trouble. bernie sanders is not only drawing huge crowds, he's now beating hillary clinton in new hampshire in a new poll. even as clinton agrees to turn over her server to the fbi and the inspector general says at least two of her e-mails contain top secret information, despite her past claims to the contrary. >> i am confident that i never sent nor received any information that was classified at the time it was sent and received. >> whenever you self-select documents and your own attorney determines what's public record and what's private, i have a concern. >> trumping the gop, as jeb bush at...

It already has. and a number of the anti-abortion groups have already come out to criticize that comment. to your earlier point where donald trump is saying, you know, essentially that, you know, he sees everything as a deal. the fact is that governments is not just about deals. it's about proposals and ideas. and yes, there is going to be more pressure for droump come out with, you know, specific, concrete, and, you know, practical proposals that sound like there are things that he could implement. but in these attacks on jeb bush, basically, you know, what has fueled his rise is a lot of ang...