Meghan Markle is taking her lifestyle brand in a new direction, making the announcement on social media this week. However, a publicity expert believes the overhaul is not only “far from professional”, but “attention seeking” too.
Meghan launched her new venture of American Riviera Orchard last year, which included jars of jam that she sent to her A-lister friends.
The Duchess of Sussex has now decided to revamp her business, announcing on Monday that she is giving her lifestyle brand an overhaul, changing the name to ‘As Ever’.
In an Instagram post, she said: “I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into.” The caption accompanied a video of her explaining the change.
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always.’ If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me.
“This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday.”
But publicity expert Natalie Trice explains believes the rebrand may cause complications due the lack of traction since the initial launch.
She told MailOnline: “Launching recently using one name, to then change it before gaining any real traction, raises questions about the initial strategy and research but also the long games.
“To me, it suggests a lack of clarity about the brand’s identity, but also, is it attention-seeking before launch because these changes keep coming and it’s becoming a little bit of a habit?”
Meghan said the launch of As Ever will coincide with the release of her new Netflix cooking show on March 4.
Ms Trice continued to say that the foundation of the brand “isn’t solid”, and a mere name change would not fix the “underlying issues”.
She said: “This statement makes it sound like they changed the name when it was forced upon them, so why not just be honest? It looks messy and far from professional, which is really what they need to be at this point in the game.”
The PR expert added how rebrands typically work as part of a long-term strategy, opposed to before a brand is fully launched and wide-spread.
Meghan’s products will be launching soon in two American malls, MailOnline reports. The focus has so far been on jam, yet the full product range is yet to be revealed.
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