News & Views
Should we stay or should we go? Brexit Messaging

The date for the UK referendum on whether or not to remain a member of the European Union has been announced as June 23, 2016. The question the public will be asked to vote on is whether Britain will be safer and stronger working together in a reformed European Union, or better off leaving and being on her own.

The emotional rollercoaster has begun, the train has left the station and we are now all along for what is promising to be an exciting four month ride; a hopefully passionate debate about sovereignty and national autonomy.

What lessons from brand marketing, and indeed other recent successful political campaigns, am I hoping that both sides will have learned, and more importantly will apply?

The biggest is that the winner will have had a single-minded message rooted in an insight about the key segment of the voting population that needed to be convinced, and that this was shouted from the roof tops over and over again until the message was clearly received.

Next, we the public have a really long memory when we choose to. We will remember and we will for ever judge you on how you behaved, who and what you associated with, and how you treated us. The third is that negative myths will for the most part overshadow any positive truths.

Knowing this, then the choice of associated branded merchandising becomes an extremely interesting and relevant one.

So, I’m seeking clarification and genuinely want to understand what message am I meant to infer from these items!

That passions will run high?

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That it will be a clean campaign?

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Or that we’re a nation of dog lovers?

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What are people actually thinking here? Or am I just being uncharitable? Let’s all hope that the calibre of message sees a significant improvement — or it’s going to be a very, very long four months.

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