Brand, Leader, President: Alessandro Nardone unveils Trump’s political revolution
Never Surrender: The real Donald Trump by Alessandro Nardone, an Italian political strategist and writer—who became famous worldwide in 2016 for his fake candidacy to the White House under the alias Alex Anderson, a case study hailed as one of the best marketing examples—offers an in-depth and engaging exploration of one of the most polarizing figures in contemporary politics. Nardone’s book is a compelling read that meticulously breaks down the complex persona of Donald Trump, providing insights into his journey from a real estate mogul to the 45th President of the United States.
One of the book’s most impressive features is its structure. Divided into clear sections—covering Trump’s branding genius, political rise, presidency, and current challenges—Nardone creates a roadmap that allows readers to follow Trump’s trajectory with ease. The detailed analysis of Trump’s “10 Commandments on Branding” is particularly noteworthy. Nardone effectively demonstrates how Trump used his name as a brand, creating an empire that extends far beyond real estate. The sections on the art of negotiation, aptly summarized through Trump’s deal-making experiences, give readers practical lessons on how Trump approaches complex negotiations, not just as a businessman but also as a politician.
Another strength of this book is the way Nardone tackles Trump’s political strategies. The chapters covering the 2016 election victory and Trump’s approach to his presidency, notably the “America First” policy, are not only factual but provide an interpretation of how Trump defied the odds, establishing himself as a force to be reckoned with, despite strong media and political opposition. The chapter on Trump’s battle against cancel culture and woke ideology reflects on how he positioned himself as the voice of those who felt unheard—a clever tactic that resonated with a significant portion of the electorate.
The book also delves into the controversies surrounding Trump, from Russiagate to January 6th, without losing its focus on Nardone’s central theme: Trump’s resilience. The author makes a strong case that Trump’s greatest strength lies in his ability to “never surrender” despite facing overwhelming adversity. The title itself encapsulates the ethos of the book—Trump’s refusal to bow to political or media pressures, which, as Nardone argues, is a key factor in his ongoing influence over American politics.
What makes this book stand out is Nardone’s balanced approach. While clearly sympathetic to Trump’s achievements, he does not shy away from addressing the criticisms levied against him. The chapter on his social media ban and the Twitter Files offers a nuanced perspective on the modern landscape of information control and free speech, which is particularly relevant today.
In addition, the final chapter of the book draws an intriguing parallel between Trump and Italian Prime Minister Giorgia Meloni, exploring how Trump’s political resurgence could further strengthen Meloni’s position in Europe. Nardone presents this connection as part of a broader political dynamic where both leaders’ populist stances are reshaping global politics, making this analysis particularly compelling for those interested in international relations.
Nardone’s writing is sharp, accessible, and filled with detailed anecdotes that keep readers engaged. He presents Trump not just as a political figure, but as a brand, a businessman, and a survivor who has continuously adapted to changing environments. This book is an essential read for anyone interested in understanding not only Donald Trump but also the political and media dynamics of the modern age.
In conclusion, “Never Surrender” is a thoughtful, well-researched, and fascinating analysis of a man who has shaped modern political discourse. Whether you support or oppose Trump, this book offers valuable insights into his rise and continued relevance, making it a must-read for anyone looking to understand the deeper currents behind his success.