Meghan Markle’s latest rebranding saga exposes a labyrinth of misguided intentions and strategic pivots.
At a Glance
- Meghan Markle rebranded American Riviera Orchard to As Ever, citing “word salad” issues.
- Trademark complications and copycat issues plagued her brand transition.
- Partnering with Netflix was a significant factor in the rebranding decision.
- Challenges continue as her products face authenticity scrutiny and legal threats.
The Trademark Tangle
Meghan Markle’s podcast, “Confessions of a Female Founder,” revealed her turbulent journey to trademarking As Ever. Initially eyeing American Riviera Orchard, she faced trademark restrictions. The U.S. Patent Office dismissed the idea, citing the trademarking of places as impractical. In one candid moment on her podcast, she confessed that the original title became a “word salad.” Nevertheless, she saw her vision clearly, opting for a brand that truly mirrored her lifestyle.
As if battling the U.S. Patent Office wasn’t enough, Meghan also grappled with copycat scandals and trademark infringements. Critics point out that even the idea of launching As Ever ran into legal threats from an alike-named New York brand. Yet, Meghan persevered, leveraging her Netflix partnership to redefine her brand compass.
Collaborations and Controversies
At the dawn of As Ever’s rise, Meghan once again turned to familiar pillars, such as marketing experts, only to receive mixed advice. “I had secured As Ever as a name in 2022, and then as everything started to evolve last year, and bringing in a partner the size that it was, it was just so interesting.” she noted on her podcast.
“I had secured As Ever as a name in 2022, and then as everything started to evolve last year, and bringing in a partner the size that it was, it was just so interesting.” – Meghan Markle
Her collaboration with Netflix sparked an invigorated rebrand, although not without hitches. The logo, closely resembling the coat of arms of a Majorcan village, drew flak and placed her yet in another legal crossfire. Critics are divided, some suggesting a savvy move, others questioning if Meghan truly understands her target audience.
MEGHAN MARKLE’S NEXT BIG PROJECT REVEALED
Podcasts, Products, and Entrepreneurial Lessons
With “Confessions of a Female Founder” currently gaining momentum, Meghan’s entrepreneurial journey is on full display. Her choice of guests— like Whitney Wolfe Herd and Reshma Saujani—paints a picture of ambition. Her anecdotes range from her pandemic hair dye experiments to settling in California, all wrapped in life lessons.
Yet, even as As Ever’s jam and honey products reportedly sell out, doubts loom large. Industry experts label the sell-out as possibly fabricated; the authenticity questioned. In this rapidly transforming world of luxury branding, Meghan’s future steps are bound to be as scrutinized as they are anticipated.
