Whoever manages to appeal to valuesвЂ¦ such as achievement hedonism, stimulation and self-direction, is likely to swing the decision.В In political parlance this means establishing a вЂnarrativeвЂ™ of optimism, the prospects of future success, enjoyment and looking good, whether as a country, a business or individuallyвЂ¦ The benefits of Euro-railing, enjoyment of foreign holidays, making friends and having a good time doing business with Europe, and the endorsement of celebrities for the same, are likely to have more effect on this than any amount of вЂeconomic argumentвЂ™.

Utilising values research from CDSM in tandem with Shalom SchwartzвЂ™ values model, he wrote the following: In a blog post published before the Referendum, the campaigner Chris Rose identified a set of key groups that did not fit within obvious remain or leave clusters but could likely be persuaded to support remain, and were potentially sizeable enough to swing the vote. Again, wild conjecture, but this could explain why LeaveВ bossed the sound bites (Take back control!) and key campaign frames (Project Fear!) While strategists are knowledge and message merchants, campaigners concentrate onВ targeting and emotional triggers: a prerequisite in a campaign as primal as Brexit/Bremain. Perhaps strategists outnumbered genuine campaigners in the Remain camp. Remain felt like a reactive, spray-and-pray factВ delivery mechanism and rebuttal system, rather than a real,В targeted political campaign. And with the knowledge that theyВ probably know the handbook very well indeed, but the campaign was simply too intense and complex to be run by the book,В whileВ responsibility for their failure toВ counter LeaveвЂ™s emphasis on immigration lay with Labour rather than them.Д«ut still: they lost, and as a pure political campaign, Leave was better. I write this with the obvious benefit of hindsight, and a caveat: IвЂ™m no insider and this is all wild conjecture. And annoyingly, a fair few chapters from the campaign 101 handbook appear to have been overlooked. Assembling 40,000 volunteers and organising 10,000 events was wildly impressive. Selling an entity as maligned as the EU via a cross-party platform targeting such different communities was bloody challenging to say the least. The Remain (Stronger In) campaign put in a remarkable shift. Clearly everyoneвЂ™s pining for yet another article on Brexit, so here goes.

Words with friends hindsight missing