The Tories are chameleons when it comes to General Elections and will try to reflect the current trends and then in power will do something that makes people feel they are being bettered (right to buy a prime example).
Cameron offered a referendum on the EU because UKIP had gained traction - electorally it was a no brained but as a policy it is what it is.
2015 was definitely a Brexit election before we knew what Brexit was. I was heavily involved in a local campaign and on the day there was a real belief that we could win, the margins were tight. We lost heavily. Cameron had played a blinder and the rest is history...much like Cameron.
Blair understood the electoral strategy of the Tories and executed 1997 with a wonderful strategy of a/ not being the Conservative Party and b/ saying things people wanted to hear. In the entire history of the Labour Party, there have been few examples of this approach. Kinnock tried.and failed but most Labour leaders have been identifiable as Labour. Blair was something different. Starmer is trying to recreate it but has nowhere near the charm, charisma or political nouse of Blair
Contrary to what some on here think...I am no fan of Corbyn but Labour post 2015 are the only party since Thatcher's Tories to offer a real alternative to the status quo. Brexit is the status quo but shitter. 2010 austerity was the status quo but shitter. Johnson and his current Tories.are just shit.