Exclusive: Meghan Markle sends ‘panic signal’ as Duchess of Sussex enters ‘critical stage’
Meghan Markle is sending a signal of “panic” as the Duchess of Sussex enters a “critical” stage, a brand expert has claimed.
The Duchess of Sussex has rebranded her lifestyle venture from “American Riviera Orchard” to “As Ever”, prompting analysis from industry experts about the strategic shift in her business approach.
The CEO of Go Up, Edward Coram James, has offered insights into the name change in an exclusive interview with GB News, suggesting it represents a significant pivot in the Duchess of Sussex’s commercial strategy.
The rebrand signals a departure from the Santa Barbara-focused identity of her previous venture, marking a potential expansion into broader markets.
As Ever’ ties in perfectly with the title of her new show, giving off a warm, motherly feel, almost like a handwritten letter”, Coram James told GB News.
The branding expert highlighted the commercial advantages of the new name.
He explained: “A name like ‘As Ever’ is short, catchy, and much easier to trademark globally.
“It gives her room to expand into all sorts of products without being stuck with the ‘orchard’ or a regional Santa Barbara feel.
You can see this is part of a much bigger strategy to make the brand more appealing beyond just the US market.”
However, Coram James suggested the rebrand may have been driven by necessity rather than choice.
He claimed: “Meghan didn’t exactly choose ‘As Ever’ as her brand name, did she?
“She was forced to scrap American Riviera Orchard because the trademark situation was such a disaster.
The branding expert expressed concern about the seemingly reactive nature of the change.
“I can’t help but feel there’s a bit of panic behind the move”, he said.
The CEO also raised questions about whether the rebrand would address underlying issues in Meghan’s business ventures.
“Plus, I can see how people will perceive this as another vanity project”, Coram James warned.
Meghan’s previous ventures were full of potential, but let’s not forget that they always struggled with consistency.”
He cautioned that the success of ‘As Ever’ would depend on its accessibility, saying: “If ‘As Ever’ ends up just being a rebrand without addressing those key issues like making her products accessible and relatable beyond just the Montecito influencer crowd, then it’s going to come off as a shallow spin rather than any real evolution.”
Looking ahead, Coram James emphasised the importance of the coming period for the new brand: “The coming months will be critical.”
The success of ‘As Ever’ appears to hinge on whether it can overcome the challenges that faced Meghan’s previous ventures whilst capitalising on its more globally-oriented branding strategy.
