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Meghan Markle Unveils New Brand ‘As Ever’ Amid Trademark Challenges
As Meghan Markle prepares for the highly anticipated release of her Netflix series, a significant rebranding move has caught public attention. The Duchess of Sussex announced on Instagram that her lifestyle brand, previously known as American Riviera Orchard, has been renamed to As Ever.
This rebranding comes just weeks before her delayed Netflix series launches, highlighting a shift in her branding strategy. The new website for As Ever, which features her daughter Princess Lilibet, supports this brand overhaul and marks a fresh start for the former royal.
Expert Reactions to Meghan’s Rebranding
Helena Chard, a British broadcaster and photographer, labeled the rebranding as “cringeworthy.” She pointed out that the 43-year-old Duchess faced numerous trademark difficulties, which could impact how the public perceives her brand.
Chard commented, “Featuring her children in her work is the inevitable cute touch that she can also control. You have to applaud her tenacity.” However, she added, “[But] Meghan hasn’t stepped away from her self-induced drama,” expressing concern that Markle’s behavior might detract from her brand’s authenticity.
Trademark Issues that Triggered the Change
Royal expert Richard Fitzwilliams noted that Markle was compelled to abandon the American Riviera Orchard name due to legal entanglements. The U.S. Patent and Trademark Office had identified significant issues with the trademark application, suggesting the geographical nomenclature was too generic.
According to Fitzwilliams, this rebranding might serve as a distraction from the problematic history attached to the original name. “When unveiling it, Lilibet appears, which is rare,” he remarked. Fitzwilliams added, “When an adult is covering up a mistake, why not use a child to divert attention?” His criticism pointed to a perceived lack of genuineness in her approach.
Challenges from Competitors and Legal Complications
Meghan’s previous branding efforts were met with hurdles after the prominent food and gift retailer Harry & David filed a protest against the American Riviera Orchard trademark. They claimed it closely resembled their own “Royal Riviera” product line. This competitive pushback further complicated her efforts to establish a lasting brand identity.
In a proactive move, Markle’s legal team sought a three-month extension to navigate the trademark issues. The initial application was rejected largely due to improper filing methods and potential overlaps in product categories.
Branding expert Doug Eldridge remarked that trademark challenges are common for new ventures. He noted, “Cutting ties and renaming the line altogether might have proven to be the most expedient solution for Meghan.” The legal complexities she faced showcase the difficulty of bringing a new brand to market.
Assessing the Impact of the Name Change
The decision to change the brand name raises questions about the long-term viability of As Ever. Eldridge explained that brand identity plays a crucial role in the success of any new endeavor. The transition at such an early stage is unusual, and it’s usually not seen as a positive signal.
Despite this, Markle’s celebrity status may offer her a distinct advantage. Eldridge emphasized that even amid setbacks, her prominence could generate valuable media attention, which may enhance brand visibility.
Markle’s Vision and Future Ambitions
In her announcement, Meghan articulated her vision for As Ever as an evolution of her former lifestyle blog, The Tig. She aims to celebrate culinary arts, crafting, and gardening, reminiscent of her earlier creative endeavors. “As Ever essentially means as it’s always been,” she stated, emphasizing her commitment to sharing her passion with her audience.
While promoting the brand, Markle humorously acknowledged her love for fruit preserves, best known in her previous blog posts. “I think we’re all clear at this point that jam is my jam,” she remarked, showcasing a fun side to her marketing efforts.
Public Perception and Personal Branding Challenges
Experts suggest that Meghan’s journey may not just revolve around fixing trademark issues but also about shifting the public’s perception of her brand. Chard articulated concerns that rebranding might signal underlying issues of failure or misjudgment on Markle’s part. “They failed to surround themselves with proper teams with proper expertise,” she added, suggesting that each misstep detracts from the royal legacy.
As Meghan continues on this rebranding journey, Eldridge acknowledged that her biggest challenge lies in distinguishing herself within a crowded lifestyle market. The pressure to succeed is high, given her history as both a public figure and a former member of the royal family.
Looking Forward to New Beginnings
Despite the obstacles, Meghan Markle’s venture into the lifestyle brand arena is poised for a compelling launch. While the transition from American Riviera Orchard to As Ever presents challenges, it also opens doors. With the new brand name unveiled, fans and critics alike await the debut of her Netflix series and the future offerings from As Ever.
As Meghan says goodbye to the old and embraces the new, her journey symbolizes a larger narrative of adaptation and resilience. Whether she can transcend past controversies remains to be seen, but the intrigue surrounding her brand evolution will undoubtedly keep audiences engaged.
