The Sussexes’ Brand Conundrum: A Royal Return with Uncertain Prospects

The news that Prince Harry and Meghan are returning to the UK has sparked speculation about their future plans. As they leave California’s sunshine for Britain’s grey skies, one thing is clear: their brand – or rather, brands – is at a crossroads.

After their acrimonious exit from the Royal Family in 2020, Harry and Meghan embarked on high-profile projects to establish themselves as independent media producers and lifestyle influencers. However, these endeavors have struggled to find large audiences. Their Netflix deal yielded five shows, including “Harry & Meghan” and “With Love, Meghan,” but drew underwhelming streaming numbers. The Spotify partnership, which saw the launch of Meghan’s 12-episode podcast “Archetypes,” has been quietly terminated after a single series.

Marketing experts are unanimous in their assessment: the Sussexes’ brand is fragmented, and they have struggled to convert initial success into an enduring identity. Andrew Stephen, L’Oréal professor of marketing at Oxford University’s Saïd Business School, notes that Harry and Meghan initially attracted enormous attention and were successful at monetizing it. However, he warns, “I don’t think they’ve been as successful at converting that initial success into a lasting brand.”

Their attempt to navigate multiple fields – social impact, entertainment, and lifestyle – has contributed to this lack of cohesion. Susan Fournier, a branding expert and former professor at Harvard Business School and Boston University, observes, “When a brand tries to do too much, it can’t go back.” The most successful brands are consistent in the image they present, and a return to the UK risks looking like another U-turn.

One potential solution would be for Harry and Meghan to focus on a coherent portfolio of focused businesses and credible causes. This approach requires prioritizing a single, clear direction, rather than continuing to dabble in multiple areas. The BBC has reported that Meghan is in talks about a role in the Netflix series “The Gentlemen,” which could be her first significant acting role since marrying Prince Harry.

Meanwhile, her lifestyle brand As Ever continues to sell its wares with no indication that it will end when she moves across the Atlantic. A potential opportunity lies in their mooted move to the Cotswolds – a region where Meghan’s lifestyle brand might find a natural fit. Laura Stoloff, an American stylist and creative director who lives in London and the Cotswolds with her British husband, sees “a natural connection” between Meghan’s lifestyle brand and Cotswolds life.

However, this move would also raise questions about how Harry and Meghan can establish their independence from the Royal Family while still leveraging the cultural cache of being a royal. As they return to the UK, Prince Harry and Meghan face a daunting task: defining their brand in a crowded marketplace. While their initial success was undoubtedly impressive, their subsequent struggles suggest that they are struggling to find a consistent narrative.

The most successful brands present a clear image – one that is consistent over time. It remains to be seen whether Harry and Meghan will be able to overcome their branding conundrum and establish themselves as independent media producers and lifestyle influencers. One thing is certain: their return to the UK marks a critical moment in their journey towards establishing a lasting brand identity.