A marketing expert has been left baffled over what has happened to the Archewell brand the couple spent so much time building awareness for.
But bombshell claims against the Royal Family, both in the couple’s recent Netflix documentary series and Harry’s new memoir, Spare, has left one marketing expert confused over their brand strategy and has warned about the problems it posed in the future.
Pauline Maclaran, Professor of Marketing and Consumer Research at Royal Holloway University of London, told Express.co.uk: “Harry has gone too far with his criticisms of the Royal Family. He is certainly not going the right away about this.
“What is getting lost in all of this is the Sussex brand. What is the Sussex brand?
Prince Harry and Meghan Markle have been sent a warning over the direction of their Archewell brand
The Duke and duchess of Sussex with the Prince and Princess of Wales
“We know they are not allowed to use Sussex Royal anymore so they set up the Archewell Foundation, with Archewell Productions and Archewell Audio. The deals with Netflix and Spotify tie in with all of that.
“But within all this furore and all of the discussions, all the talk is about the Sussexes, Harry and of course, the ‘Spare’, which are all sort of sub-brands that are floating around.
“You don’t hear a thing about Archewell and it seems that Archewell is getting completely lost in all of this other stuff.”
Professor Maclaran claimed the criticisms made by Harry in his new book mean any brand identity now associated with the couple is “critiquing and trashing the royals”, warning: “That’s not a very good position going into the future.”
Prince Harry’s book went on sale around the world earlier in the month
“The criticisms towards the Royal Family could be quite damaging because what you saw from the docu-series and now Harry’s book, which seems like he is portraying himself as the victim, his identity is tied in with critiquing.
“Any brand identity they have at the moment is very much critiquing and trashing the royals. That’s not a very good position going into the future. Archewell is completely lost in this.”
Professor Maclaran advised Harry and Meghan to now “back off” as they have made clear what their position is with certain issues they have concerning the Royal Family.
The couple have also starred in their own documentary series on Netflix
The Duke and Duchess of Sussex have been urged to once again turn their focus to Archewell
The expert concluded: “Harry and Meghan should now back off. They have stated their position and they need to move forward.
“Look at really concentrating on building up Archewell, with productions such as Invictus and other worthwhile causes where they can go forward into the future establishing themselves as a strong progressive humanitarian brand, which I think was their original aim.
“But they can’t do that if they set themselves up as the rebel royals as the two sides conflict.”
Source: EXPRESS CO UK