No sooner had I posted with pride the recognition that Agent Provocateur had received in the award of MBEs to the founders, than Joe Corre decided that he didn't want his. What followed was a tsunami of media coverage the likes of which brands cannot buy.
The entire front page plus page 2 of the Independent plus every other major newspaper plus news at ten on the BBC etc etc. Our press office received dozens of interview requests and emails through the website (most by far supporting Joe's views) came flooding in.
The fact that Serena was delighted to accept hers and that Joe made clear these were his views and not the company's has helped the brand's positioning significantly.
Agent Provocateur's brand is a blend of Joe's anarchism and Serena's style and glamour.
Business and politics don't mix ...come to think of it nothing much mixes well with politics.
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