A parade of companies has borrowed Donald Trump's own trademark to tell him "you're fired" after the aspiring presidential candidate called some Mexican immigrants "rapists" and "killers."
And it's costing him. Trump's immediate bottom line is reeling, and the fallout could dent his brand for years to come, experts said.
Macy's said it would stop selling Trump-branded clothing at its stores. NBCUniversal and Univision will stop airing the Trump-owned Miss U.S.A. and Miss Universe pageants. And the PGA of America pulled the 2015 Grand Slam of Golf from Trump's golf course in Rancho Palos Verdes.
The damage has widened as the business mogul, perhaps best known for dismissing competitors on the reality TV show "The Celebrity Apprentice" with a pointed finger and his "You're fired!