Please note that the error message from Docker is misleading.
$ docker build deploy/.
Sending build context to Docker daemon 5.632kB
Step 1/16 : FROM rhel7:latest
pull access denied for rhel7, repository does not exist or may require 'docker login'
It says that it may require ‘docker login’.
I struggled with this. I realized the image does not exist at https://hub.docker.com any more. I hope this helps someone.