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Meghan Markle's foray into the business world with her brand, 'As Ever,' has been met with considerable buzz. However, a leading branding expert suggests the brand might be lacking a crucial element: that elusive 'magic' factor. While the launch in March saw eager fans snapping up products like flower sprinkles, artisanal jam, and curated wine selections, the expert believes a key problem is hindering its broader appeal.

The Core Issue: Lack of a Defined Narrative

The expert, speaking to The Daily Mail, explained that 'As Ever' currently feels disconnected. It's offering appealing products, but it's missing a compelling story that resonates with consumers. Many brands succeed not just through their products, but through the narrative they weave around them. Consumers want to feel connected to a brand’s values, its journey, and its purpose.

“There’s a feeling of it being a collection of nice things, rather than a cohesive brand with a clear identity,” the expert stated. “Meghan has a powerful story, a unique perspective, and a strong personal brand. ‘As Ever’ needs to tap into that more effectively. It needs to be more than just a shop; it needs to be an experience and a reflection of Meghan's values.”

Beyond the Products: Building a Community

The branding expert emphasized that in today's market, simply offering quality products isn't enough. Consumers, particularly those drawn to luxury and lifestyle brands, crave connection and community. They want to feel like they're part of something bigger than just a transaction. 'As Ever' needs to foster a sense of belonging and shared values.

“Think about brands like Goop or even Victoria Beckham’s line,” the expert suggested. “They’ve cultivated communities around their brands, built on shared interests and a sense of exclusivity. ‘As Ever’ could explore offering exclusive content, behind-the-scenes glimpses into Meghan’s life, or creating opportunities for customers to connect with each other.”

The Potential for Growth

Despite the current challenges, the expert remains optimistic about 'As Ever'’s potential. Meghan Markle has a significant platform and a loyal following. By focusing on developing a strong narrative, building a community, and aligning the brand with her personal values, 'As Ever' can overcome its current hurdles and achieve lasting success.

The initial product offering – flower sprinkles, jam, and wine – are certainly charming and cater to a specific aesthetic. However, the true test of a brand lies in its ability to connect with consumers on a deeper level. It remains to be seen whether Meghan Markle can infuse 'As Ever' with the 'magic' it needs to truly thrive in the competitive luxury market.