Mark Ritson: If Brexit were a soap brand, life would be simpler

Tasked with marketing Brexit on behalf of David Cameron, the CEO of consumer goods giant UK plc, the company’s marketers started with both qualitative and quantitative research. Focus groups confirmed that many people preferred the new Brexit brand of soap powder because it “washed whiter” and “protected my clothes from stains and blemishes”. Meanwhile other consumers were loyal to a heritage brand called Remain because of its traditional image and its economic sav