From American Riviera to As Ever: Lessons on Launching a Brand (The Hard Way)
Meghan Markle's lifestyle brand is now on launch #2. What can we learn from these high-profile repeat brand introductions?
Quick Background
The Initial Launch: American Riviera Orchard
In March 2024, Meghan introduced American Riviera Orchard, a lifestyle brand inspired by her California residence. The brand aimed to offer products reflecting her passion for cooking, gardening, and entertaining. However, the launch encountered challenges:
Trademark Issues: American Riviera Orchard faced significant trademark issues. In August 2024, the U.S. Patent and Trademark Office (USPTO) rejected the trademark application, citing that the term "American Riviera" was primarily geographically descriptive. By September, it was reported that the USPTO found the term too vague to patent, giving Markle three months to clarify the application. Then, in October 2024, Harry & David, the owner of the "Royal Riviera" trademark, filed a complaint, raising concerns about a "likelihood of confusion" between the two brands, adding further legal complications.
The Relaunch: As Ever
Facing these obstacles, Meghan rebranded her venture to As Ever. This new identity aimed to provide broader appeal beyond geographical limitations, remind people she once had another brand called The Tig, and navigate the legal issues that seemed insurmountable for American Riviera Orchard. But, despite the rebranding, similar challenges persist:
Name Conflicts: Once As Ever was launched, it didn’t take long for at least two small businesses, As Ever Photography in Arizona and a clothing brand in New York, to express concerns over name similarities, fearing market confusion and potential impact on their established brands.
Logo Controversy: The brand's logo, featuring a palm tree flanked by two birds, closely resembled the coat of arms of Porreres, a town in Mallorca, Spain. This similarity may lead to potential legal disputes over intellectual property rights.
Brand Launch Lessons Learned
Both of Meghan’s launches were well coordinated with synchronized marketing efforts, digital strategy, and earned media.
But, where she lacked preparedness offers the rest of us good reminders for a brand launch to-do list:
Conduct Comprehensive Legal Research: Before finalizing a brand name or logo, it's crucial to ensure they are unique and do not infringe upon existing trademarks. Engaging legal counsel early can prevent costly disputes and rebranding efforts.
With the ease of acquiring a website URL, often the main way to communicate you’re in business, it’s possible to think you can cut corners and do your own research and avoid the extra costs of a legal review.
If your brand name has competitors already in the market—even if they offer different products or services—don’t ignore them. Overlapping names can create confusion, dilute brand recognition, and even lead to legal disputes. Research existing trademarks and businesses early to avoid costly rebranding down the road.
Consider Brand Scalability: Choosing a name tied to a specific location can limit future expansion. Opt for a brand identity that allows for growth and diversification.
Pressure test your idea for a brand name with questions from the future. If successful, how could we expand this company? How can the name limit us? If we identify a logical niche can the brand name logically represent the new expansion? (Example: The Lincoln Crossroads Music Festival rebranded to Nebraska Crossroads Music Festival when the organization expanded into cities outside of Lincoln.)
Ensure Product Readiness: Launch with a curated selection of high-quality products – or services – that reflect the brand's philosophy and meet customers’ expectations for immediate availability.
If you aren’t ready to sell or offer services, why launch? I suppose there are some possible reasons, but if it’s a year after the launch with no products it may cause more confusion than excitement.
You can lose momentum and connectivity with prospective buyers.
In hindsight, a more measured approach addressing legal and operational aspects prior to launch could have mitigated the challenges Meghan’s first… and second…launch phase.