Meghan Markle’s Latest Rebranding Efforts Draw Criticism from Experts

Meghan Markle’s Latest Rebranding Efforts Draw Criticism from Experts

Meghan Markle’s attempt at a rebranding initiative has sparked skepticism among industry experts. As the Duchess of Sussex announces changes to her lifestyle brand, the feedback suggests that her public image is currently struggling to resonate authentically with audiences.

Earlier this year, Markle revealed on social media that her previously named brand, American Riviera Orchard, would now operate under the title As Ever. During a recent episode of her podcast titled Confessions of a Female Founder with Meghan, she attempted to clarify the reasoning behind this name change. Markle described the former name as having become a “word salad” and expressed a lack of affection for it.

However, her podcast remarks did not touch upon significant trademark issues that experts believe could have made her more relatable during discussions about launching a successful business.

Branding expert Doug Eldridge, founder of Achilles PR, critiqued Markle’s rationale, stating that it felt more like an excuse than a clear narrative. He noted that her communications lacked genuine authenticity. He emphasized that in business, confronting challenging realities is essential for success, and that Markle has consistently chosen to navigate around the complexities, which has not proven effective.

Eldridge pointed out that the fiasco relating to her trademark applications stemmed from oversights by her team. He emphasized that her brand concept still had considerable gaps to address, which would hinder her ability to effectively market her products.

Last September, Markle experienced a setback in her branding journey when the U.S. Patent and Trademark Office denied her application for American Riviera Orchard. Reports indicated that the office deemed geographical names like American Riviera—which refers to Santa Barbara where Markle resides—impossible to trademark. The additional descriptor, “Orchard,” was considered insufficient to distinguish her brand.

Furthermore, the trademark office outlined potential conflicts with how her product descriptions might fit various trademark categories.

Markle’s team had previously stated that the setback was a standard and anticipated roadblock in the trademarking process. However, this was just one of several frustrations she would encounter.

The renowned food and gift retailer Harry & David filed a protest against the American Riviera Orchard name last October. They argued that it bore a striking resemblance to their established product line, “Royal Riviera.” In November, her legal representatives requested an extension to resolve the trademark issues, attempting to rectify the earlier application mishaps.

In February, Markle shared her decision to rename her brand to As Ever. Brand expert Hilary Fordwich weighed in, explaining that the rebranding issues highlighted a lack of preparedness on Markle’s part, indicating a misalignment with market expectations.

Fordwich noted that the U.S. Patent and Trademark Office refuses trademarks based mostly on geographical descriptors—a point she found obvious. She added that even Markle’s most supportive fans might be starting to lose patience with her repetitive missteps in the public sphere.

She urged Markle to cultivate a more genuine and consistent approach to avoid being perceived as just another celebrity reinventing herself as an entrepreneur.

During her podcast, Markle reflected on her journey, saying she began using the name As Ever in 2022. She noted a significant shift in 2023 when she partnered with Netflix on ventures related to her brand and her lifestyle series, With Love, Meghan, which showcased some products from As Ever.

Markle explained that initially, her brand concept was meant to encapsulate various lifestyle verticals under the