In the weeks leading up to the European Referendum, I noticed the term ‘Brexit’ being casually thrown around. At that point, I knew the Remain campaign had a big problem. Because as soon as you name ‘it’, you give ‘it’ strength, you make a seemingly fictional, in the distance unlikely scenario seem real and attainable. People can see it, they can touch it. David Cameron, leader of our nation had no effective response – why did the Remain team not create a term, a brand, a mesmerising story that effectively addressed the doom that they were certain would befall us if we chose to leave the European Union? They overlooked the importance of marketing, the power of a brand. Brexit – whoever coined that phrase well done to them for they know the power of marketing.

Tip 1- never underestimate the power of a name

Tip 2 – your name is your brand, guard it wisely