Thunder Bolt
Silly old bat
Without wising to go over old ground too much, the remain campaign started off extremely positive, "stronger, safer, better off" etc. (still all true IMO), and kept this positive message throughout, but obviously introduced/resorted to negative campaigning.
The problem was when the leave campaign said we would be even more stronger, even more safer and even more better off, if we left (all untrue IMO). Then when remain said that's not true they got labelled as unpatriotic and that they didn't believe in their county.
At that point it was inevitable what would happen.
The problem started long before the campaigns for the Referendum with three newspapers printing unrelenting lies about immigration, day after day, and about the EU. The general public were being groomed.
Add in austerity, and the Tories pointing the finger at everything else bar themselves, and it produced a ripe climate for Brexit.