Meghan Markle’s lifestyle brand faces a sudden name change amid trademark troubles, raising questions about the former royal’s business acumen.
She says she chose the name change – but in reality, she was forced to do it.
At a Glance
- Meghan Markle rebrands from “American Riviera Orchard” to “As Ever” due to trademark issues
- The rebranding announcement features her daughter, Princess Lilibet
- Experts view the quick rebrand as a potential sign of poor judgment
- “As Ever” aims to focus on cooking, crafting, and gardening
- Meghan’s Netflix show, “With Love, Meghan,” set to premiere on March 4
Trademark Troubles Force Rebrand
Meghan Markle, formerly the Duchess of Sussex, has encountered a significant setback in her entrepreneurial endeavors. The former royal’s planned lifestyle brand, initially christened “American Riviera Orchard,” has undergone a hasty rebrand to “As Ever” following trademark complications. This unexpected pivot comes as Markle attempts to carve out a niche in the competitive lifestyle sector, drawing inspiration from her previous blog, The Tig.
And in a video, she tried to claim it was a decision she made on her own.
It wasn’t.
The original brand name faced challenges due to its similarity to the common nickname for Santa Barbara, “American Riviera.” Additionally, a protest was filed by Harry & David, citing potential confusion with their “Royal Riviera” product line. These obstacles led Markle’s legal team to request an extension for securing the trademark, ultimately resulting in the decision to rebrand.
In an attempt to soften the impact of the rebrand, Markle’s announcement on Instagram prominently featured her daughter, Princess Lilibet. This rare glimpse of the young royal served as a strategic move to emphasize the brand’s family-oriented focus and divert attention from the underlying trademark issues.
However, the tactic has not gone unnoticed by royal commentators. Some experts view the inclusion of Lilibet as a calculated maneuver to distract from the brand’s rocky start.
Branding experts and royal commentators have also expressed skepticism about the sudden name change and its implications for Markle’s business acumen. Doug Eldridge, a branding expert, noted that while trademark issues are common, they can be costly and time-consuming to resolve. The quick pivot to “As Ever” has been interpreted by some as a sign of early troubles or poor judgment in the initial branding process.
Critics also argue that the rebranding effort may be perceived as rushed and potentially “cringeworthy,” raising questions about the authenticity of Markle’s brand and her ability to connect with her target audience.
It’s nothing but setbacks and changed plans with Markle. Why can’t she make up her mind?
