A Fragmented Portfolio
The Duke and Duchess of Sussex are moving back to the UK, a surprising shift after leaving royal duties in 2020. Their ventures in the US, from streaming deals to Meghan's lifestyle brand, have had mixed success. Experts say the couple's brand is at a crossroads, with a portfolio spanning social impact, entertainment, and lifestyle that lacks a clear focus.[S1]
Andrew Stephen, a marketing professor at Oxford's Saïd Business School, notes that while the Sussexes initially attracted enormous attention and monetized it well, they have struggled to convert that into an enduring brand. Their projects, including the Netflix deal that yielded five shows and the Spotify podcast that ended in 2023, have not met expectations.[S1]
The UK Return: Opportunity or Risk?
Coming back to the UK presents a mix of advantages and potential pitfalls for the couple. Andrew Stephen, a marketing professor, believes this move might enhance their cultural relevance but also entangle them further in royal ties, hindering their efforts to establish an independent, American-inspired brand identity. Branding specialist Susan Fournier cautions that frequent shifts, such as this relocation, can negatively impact brand consistency.[S1]
Olivia Bennett, a PR expert, believes the move offers a chance for a reset, but only if they avoid a heavy publicity campaign. She advises letting the first few months be routine, as 'boring can actually be useful' in changing public perception. The couple's children will start school in the UK, and Harry may focus on the 2027 Invictus Games in Birmingham.[S3]
What's Next for the Sussexes?
Meghan's lifestyle brand, As Ever, continues, and she is reportedly in talks for an acting role in the Netflix series 'The Gentlemen'. The couple may also move to the Cotswolds, which could enhance Meghan's brand, according to stylist Laura Stoloff. However, Stephen warns that a postcode alone won't reposition a brand; behavior will.[S1]
