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President trump wanted to call the proposed gop tax bill it cut, cut, cut. but critics got a bit snippy. >> reporter: president trump, the master brander, dreamed up a name for the tax bill whichcute the chasing. >> cut, cut, cut. >> the cut, cut, cut ax. >> dut out with the laughter. this is a serious name proposed by the president to convey a giant tax cut. >> a massive tax cut. >> reporter: but somehow cut, cut, cut didn't sound serious. >> that name truly sucks u sucks, sucks. >> guess that beats the name for his immigration bill, the bye, bye, bye act. >> reporter: instead of the knives c...

Go back in the real estate sector very well. maybe the other thing she doesn't want to be publicly attached to. ivanka trump is a master brander and i think we're seeing a master at work. >> they say over at the white house, douglas, that the white house is urgently trying to change the subject this week. the source says we can't turn off the russia noise, but we need to do a better job filling the atmosphere with an alternative. and that plan includes ivanka trump in the mix as a distracter. is that a smart strategy? >> i don't think it's smart. ivanka trump, i'm not sure where she gets these...

>> emily. >> lemily, you're up. >> your simple answer was? >> yes. i think it is without a doubt interesting to see ivanka trump stay silent on just about everything. she doesn't talk about the russia investigation until she was kind of obliquely asked about it this morning. she doesn't talk about the women's march on washington. she doesn't talk about planned parenthood losing funding. she doesn't talk about any negative issue that would impact her brand. on that she says, my influence is silent and personal with my father. i don't have to talk about my opinion with the public. >> have you se...

Simply because they didn't carry the image, but it's one of many considerations president-elect trump is making. he has a history of this, if you look back at how he ran the trump organization. he ran beauty pageants. he's always been a master brander and had a real eye for casting, for television, for what works in terms of promoting something to the american people. and he sees all of these jobs in the cabinet, a key part of that job is advocating for his policies on television to the public. he wants people who look the part. >> all right, you mentioned in the article john bolton's mustache...

Was not necessarily the look donald trump has had in mind for secretary of state, and he's looking for a real kind of cerebral statesman, which is what he found in rex tillerson and what he admired in mitt romney. >> there's good news, he can shave that mustache. master brander, that's a new word for me. donald trump, champion master brander. wow. philip, this is a great people. people should read it if they haven't yet. >> coming up, a passenger kicked off a flight. he claims it happened because he spoke arabic. is it a coincidence he's a well known prankster? >> up next, donald trump has sta...