xAnts

Meghan Markle's highly anticipated lifestyle brand, 'As Ever', launched with a flurry of excitement in March. Promising a curated collection of delightful treats like flower sprinkles, artisanal jam, and premium wine, the brand aimed to capture the essence of Meghan's personal style and values. However, a leading branding expert is questioning whether 'As Ever' has the 'magic' needed to truly resonate with consumers.

The expert, speaking anonymously, highlighted a key issue: a lack of clear, compelling storytelling. While the products themselves are undeniably appealing – who wouldn't want flower sprinkles? – the brand's narrative feels somewhat underdeveloped. “There’s a beautiful aesthetic, a lovely selection of products, but it’s missing that emotional connection,” they explained. “People don’t just buy products; they buy into a story, a feeling, a lifestyle. And right now, As Ever isn't delivering on that front.”

Markle’s previous ventures, particularly her work with the Royal Foundation and her podcast 'Archetypes,' demonstrated her ability to connect with audiences on a deeper level. These initiatives often revolved around important social issues and personal narratives, generating significant buzz and engagement. 'As Ever,' in contrast, feels more transactional, focusing primarily on the products themselves rather than the experiences or values they represent.

The launch of 'As Ever' was accompanied by a carefully orchestrated social media campaign and a waiting list for exclusive access. However, the initial excitement seems to have waned, with some critics noting a lack of consistent content and engagement. The website, while visually appealing, lacks the depth and personality that could draw visitors in and encourage them to explore further.

So, what can Meghan Markle do to inject some 'magic' into 'As Ever'? The branding expert suggests several strategies. Firstly, focusing on the 'why' behind the brand. What does 'As Ever' truly stand for? Is it about celebrating simple pleasures, supporting sustainable practices, or empowering women? Clearly articulating these values will help resonate with consumers who are increasingly seeking brands that align with their own beliefs.

Secondly, leveraging Markle's personal story and experiences to create a more authentic and relatable brand identity. Sharing behind-the-scenes glimpses of the product development process, highlighting the artisans and producers involved, and showcasing how 'As Ever' fits into her own lifestyle could all help build a stronger connection with her audience.

Finally, prioritizing consistent and engaging content across all platforms. Sharing recipes using the flower sprinkles, offering styling tips for the jam, and showcasing creative ways to enjoy the wine would not only provide value to customers but also keep the brand top-of-mind.

The success of 'As Ever' ultimately hinges on its ability to evolve beyond a simple product offering and become a brand that truly resonates with consumers. With a little more storytelling and a focus on building an emotional connection, Meghan Markle's lifestyle brand has the potential to flourish. But for now, it appears to be missing that vital spark.