Before the referendum:
We had the image of a bus with a hoarding saying an extra £350 million a week for the NHS.
We saw pictures of refugees fleeing from the Middle East landing in Europe
The messages were clear.
Leave Europe and the NHS will flourish
Leave Europe to keep the tide of immigrants out of the UK to protect British jobs, housing, and access to public services...and reduce the incidence of terrorism
However, the £350 million was acknowledged as being false - being the gross payments to the EU excluding the UK rebate of 25% and the monies returned to the UK as grants, aid, and subsidies.
And the immigrants fleeing from Syria and Libya etc were, and are, not the EU citizens living and working in the UK. It was a totally different issue but conflated in the media which delivered the message.
The opposition weighed in with messages of doom. Appealing to the "fear" emotion. They had no such positive and captivating stories and images and thus lost.
So what can we infer from the experience:
In politics, and when you are dealing with people,
1. Facts can be secondary - emotions are what count
2. Positive stories are more powerful than negative ones.
And that means storytelling is important.