The UK is still reeling from a Referendum vote that surprised the global markets, institutions, and even the Leave campaign supporters.
One lesson is how the Remain campaign lost the ‘Meme War’.
Mention ‘memes’ and the fashion now is to think of virial Internet messages that capture people’s imagination and get passed on.
Yet memes are more profound, I would argue they form the DNA of communications, of how information gets passed on, received and crucially passed-on again.
And what’s clear the Leave campaign won its Meme War – by gaining a disproportionate part of popular culture – leading to a majority result in favour of the UK leaving the EU.