The problem with a ‘no deal’ Brexit

There have probably been worse branding campaigns in history. Cadbury’s apparent attempt to drop the word ‘Easter’ from its egg hunts was a clunker of cosmic proportions. The launch of New Coke has found its way into the textbooks as a masterclass in how to trash one of the greatest brands in the world, and Nivea’s ‘White Is Purity’ campaign for its skin creams last year had to be dropped very quickly after the inevitable backlash. The attempt to sell a ‘No Deal’ Brexit is not quite up there with those disasters. But it is getting close.

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Ameer Kotecha

Lindt has cheapened itself

In truth, there is nothing terribly wrong with leaving the European Union without an agreement, and it might well be better than the alternative we are being bullied into. But like any political idea, product or theory, it needs to be sold to have any chance of success.