Meghan Markle and Harry's Archewell brand could spark 'damning contest' of old versus new
MEGHAN MARKLE and Prince Harry's new charitable venture could create a clash between the Royal Family's "old-fashioned" brand and the Duke and Duchess of Sussex' new way of working, a brand expert said.
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Megxit will allow Meghan and Prince Harry to mix into the charitable work they were already carrying out as senior royals with some Hollywood glamour, brand expert Emma Beckmann noted. The worldwide fame and support they are experiencing promises well for the success of their new venture, which appears to be uniting tradition with modernity, the expert added.
However, Meghan and Harry's rebranding could also create a clash with the Royal Family's way of working, Ms Beckmann warned.
Ms Beckmann, Group President, EMEA, at brand consultancy firm Landor&FITCH told Express.co.uk: "Harry and Meghan appear to be the new people’s choice, bringing Hollywood glamour and embracing contemporary communications with the likes of Instagram.
"This promises well for the success of their new venture.
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"The problem may arise, however, from a direct negative correlation with the House of Windsor.
"On one hand, it could present a harmonious choice of tradition and modernity.
"On the other, it could be a more damning contest of old-fashioned versus innovative."
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However, the brand expert believes the clash isn't necessarily going to happen.
Rather, the two brands can learn from each other.
She said: "Derived from the Greek word ‘Arche’ meaning “source of action”, the Royal Family needs to use Archewell as its own inspiration to act, becoming a modern institution for the modern world."
Meghan and Prince Harry are yet to launch their new charitable platform, Archewell.
However, in early April the Duke and Duchess of Sussex opened up on their non-for-profit organisation's name and mission after trademark applications had been found.
In a statement released to the Daily Telegraph, the couple said: “Before SussexRoyal, came the idea of ‘Arche’ - the Greek word meaning ‘source of action’.
“We connected to this concept for the charitable organisation we hoped to build one day, and it became the inspiration for our son’s name.
"To do something of meaning, to do something that matters.
“Archewell is a name that combines an ancient word for strength and action, and another that evokes the deep resources we each must draw upon.
"We look forward to launching Archewell when the time is right."
Meghan and Prince Harry added they are not planning to launch their new venture until the coronavirus pandemic continues to grip the world.
In late March, Meghan and Harry wrote one last post on their Instagram account, Sussex Royal, informing their supporters they would use the next few months to work behind the scenes on their new venture.
Since they officially stepped down as senior royals on March 31, Meghan and Harry have been spotted in the streets of LA while delivering meals to the most vulnerable currently self-isolating to protect themselves from COVID-19.
On May 6, the couple celebrated their son's first birthday by sharing a video where Meghan was reading 'Duck! Rabbit!' to little Archie.
The video, published on the Instagram account of Save The Children UK, raised awareness on a new initiative launched by the charity and asked to donate to support those youngsters whose lives had been turned upside down by the pandemic.