Meghan & Harry are 'floundering' and latest rebrand is 'desperate' move, says PR expert

Описание: IN the months after ‘Megxit’, the future of Harry and Meghan looked bright with an £80million Netflix tie-up, a £15million book deal and the launch of their charitable foundation, Archewell.

But after their latest controversial rebrand, the couple - who left the UK for California in 2020 - appear to be presiding over a confused and collapsing empire.

Their much-heralded streaming deal now hangs in the balance, a series of PR disasters have hit their reputation overseas, and a mass exodus of staff has led to a "revolving door" of executives attempting to salvage a PR strategy dubbed "catastrophic" by industry insiders.

In a shock move this week, the Duke and Duchess of Sussex appeared to sideline the Archewell brand - named after their four-year-old son, Archie - and relaunched their website under the name Sussex.com.

The new domain comes with slick bios entitled Meghan, Duchess of Sussex and Prince Harry, Duke of Sussex, which crow about their philanthropic achievements and awards, including being named in the list of TIME Magazine’s Most Influential People.

It also resurrects their rarely-seen royal coat of arms, which was first revealed after their 2018 wedding and has been little used since.

The rebranding is likely to be greeted with fury by Harry’s family, who were not consulted, and has been slammed by royal watchers as “cashing in” on their titles, four years after they stepped back from royal duties.

PR insiders have now also waded in on the Sussexes' "contradictory" image overhaul, telling The Sun it flies in the face of their blistering attacks against the Firm in a bombshell interview with Oprah Winfrey, scathing books including Harry's memoir, Spare, and their Netflix documentary series.

PR expert Mark Borkowski tells us: “Everything that they have done has always been a bit of a knee jerk.

“It is not being considered. If you look at the whole thing, from Oprah, right the way through to Harry’s appearance with James Corden, the book, the story-spinning, it's just been a catastrophic disaster.

“If you wanted to understand how to build a foundation or a brand, there's a good way of doing it, or you can do it the Harry and Meghan way, which is not the most sensible way of moving forward or establishing yourself as thought leaders that might effectively change the world.”

Brand and culture expert Nick Ede believes the couple are looking to create “an umbrella brand” to tie together their TV and media work with their charity arm and to establish future deals, but using the Sussex name sends mixed messages.

“They are entitled to use the name as it belongs to them and linking back to Sussex Royal shows the work they have done in the past,” he says.

“But it does blur the lines between their past and present and doesn’t draw a line in the sand, but still uses their royal experiences as part of their present.

“It feels that it contradicts all of the things they have outlined in the past few years with the documentary and Spare and the Oprah interview.”

Read more: https://www.thesun.co.uk/royals/25916...

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