Is Meghan Markle's 'As Ever' Brand Missing the Spark? Kiwi Branding Expert Weighs In
Meghan Markle’s highly anticipated lifestyle brand, 'As Ever,' has officially launched, promising a curated collection of treats like flower sprinkles, artisanal jam, and fine wine. But is it resonating with Kiwi consumers? A leading New Zealand branding expert believes there's a key element missing – that elusive 'magic' factor. Let’s dive into what's working, what’s not, and whether 'As Ever' can truly capture the hearts (and wallets) of New Zealanders.
Markle’s venture, launched in March, arrived with a wave of publicity, capitalizing on her global fame and the inherent intrigue surrounding the Duchess of Sussex's post-royal life. The initial offerings – described as 'quintessentially Meghan' – included flower sprinkles for cocktails, handcrafted jams, and a selection of wines. The branding leaned heavily on a sense of effortless elegance and a glimpse into Markle’s personal life.
However, according to Auckland-based branding consultant, Sarah McKenzie, while the concept is solid, the execution falls short of creating a truly compelling brand identity. “There’s a lot of 'nice,' but not a lot of 'wow',
