On Thursday the fate of the United Kingdom will be decided.  Whether we wake up to unity or separation on Friday morning, one thing is sure. The Yes campaign has played a blinder.

There have already been thousand upon thousand of words dedicated to dissecting the success of the Yes campaign. So I won’t bore you with a thousand more. The reasons are complex and they are manifold.

But as marketers, there is one clear lesson to take away from this campaign: it is infinitely easier when you own the emotional agenda.

Whether you’re trying to achieve political transformation, or increased market share, if you can tap into the emotional drivers which inform your target audience’s decisions, you’re winning.