Donald Trump is in hot water, and he should be. He has opened his mouth (yet again) and made comments that are offensive to immigrants, particularly those of Mexican origin.

Macy’s is dumping his product line, his beauty pageant has been booted from prime networks (Univision and NBC), Nascar will no longer hold ceremonies and parties at Doral, and other business deals will unravel.

I am sure his PR team is in full crisis mode , trying to persuade him to apologize, to donate some money to a college fund for Dreamers, to spin the whole thing and recast himself in a kinder, more reasonable light. But he hasn’t and he won’t.

He won’t because he knows what brand Trump stands for: loud, brash, direct, big, bold, obnoxious and irreverent.