I don't know much about the full spectrum of EU/British controversy, but as much as I say this about our American political system.. how I try to encourage discussion and am generally frustrated by the mob mentality of bipartisan politics....

Name calling actually does often work well for the side that's got the more intelligent, socially/morally responsible answer; or if there comes a populist, outsider who can create hype (he's got nothing to lose, which isn't someone you want as an enemy). In either case name calling might even be the best strategy there is, because it makes the enemy vulnerable..

Short term it helps them win but long term it's just more likely that unless the opposition really notices the benefit of the name caller's (winner's) agenda - then they'll harbor greater resentment and turn more radical. If you don't legitemize the political barriers to progressive/socialist agenda first then it becomes hard to handle the responsibility.

I totally believe the rhetoric we've used over time, along with really unbalanced systems, is why 'we' lose to shit like Brexit and Trump.