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How politicians tried to sell Brexit to us
If we examine the two campaigns in terms of their message strategy, i.e. the way in which they sought to influence swing voters, significant differences become apparent. Remain is widely regarded to have been poorly executed not a difficult accusation to sustain, given that it lost, however, I’d argue that it was not the execution, but the message strategy that was flawed. From a brand communication perspective, its campaign is built on a classic proposition: Britain Stronger in Europe. This message easy to understand and virtually impossible to misinterpret. The four words work really hard and they clearly map out a defensible position: whoever you are, you will be wealthier if we stay in the EU and poorer if we leave. Therefore, life for you and your family will be much better if you vote to Remain.
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