Prince Harry and Meghan’s Latest Move to ‘Strengthen’ Their Brand

Prince Harry and Meghan Markle’s decision to rebrand their website could be seen as a “strategic” and “adaptive” move to strengthen their public offering, or alternatively could “dilute” their brand identity and confuse their audience, Newsweek has heard.

The couple unveiled an entire rebrand of their website on Monday, migrating from archewell.com to sussex.com, a site name derived from their royal titles of Duke and Duchess of Sussex.

The homepage also features new topline branding with the name “The Office of Prince Harry & Meghan, The Duke and Duchess of Sussex,” surmounted by a royal coat of arms.

This is technically the fourth brand identity used by Harry and Meghan since their marriage in 2018.

Initially they were represented by Kensington Palace and the KensingtonRoyal social media accounts, jointly with Prince William and Kate Middleton. When the household split in two amidst family tensions in 2019, the couple formed their own SussexRoyal social media presence, launching a website under the name in 2020.

This was not used for long, when days later Harry and Meghan formally split from the monarchy and moved to the U.S.

In October of that same year, the couple launched their Archewell website, a name derived from the Greek word “arche” meaning source of action. The website served the couple’s Archewell Foundation, Archewell Productions and Archewell Audio organizations, as well as being the platform used to make personal announcements, such as for the birth of their daughter, Princess Lilibet, in 2021.

Now, though the Archewell Foundation and Archewell Productions organizations have kept their names, Harry and Meghan’s “Office of” brand serves as the public face for the couple, with its slick new website setting the tone for its goal of “shaping the future through business and philanthropy.”

Though the visual strength of the offer and powerful name—publicly reaffirming the couple’s links to the British monarchy through its use of titles—is clear, the move may not be a straightforward one for Harry and Meghan, Newsweek has heard.

“The decision to rebrand can be viewed from different perspectives, and its effectiveness depends on various factors,” Paul Mackman, managing director of Mackman Group Branding Consultancy, told Newsweek.

“In the case of Harry and Meghan, each rebranding effort seems to have been driven by significant changes in their roles and circumstances.

“While some may argue that frequent rebranding could dilute the brand’s identity and confuse the audience, others may see it as a strategic move to adapt to evolving situations and align with their current objectives.”

Mackman notes that providing a distinction between their personal hub and the Archewell Foundation could be beneficial by streamlining and strengthening its working identity.

“Separating their personal hub from their charitable organization could indeed help strengthen the ‘Archewell’ brand by providing clarity and focus to each entity,” he said.

“By establishing ‘The Office of Prince Harry & Meghan, The Duke and Duchess of Sussex’ as their personal brand hub, they can maintain a clear distinction between their personal endeavours and their philanthropic initiatives under the ‘Archewell’ umbrella. This could potentially enhance the credibility and impact of the ‘Archewell’ brand by allowing it to stand on its own and be recognized for its charitable efforts.”

On the effectiveness of the new “Office of” branding used by the royal couple, Mackman suggested it could carry a sense of “authority and gravitas,” owing to its “formal and official tone.”

However, he said that the strength of the brand “ultimately depends on how effectively it resonates with its target audience and aligns with the values and goals of Harry and Meghan.”

“If the new label reflects their vision and mission accurately and resonates with their audience, it has the potential to be a strong and authoritative brand.”

“Overall, while rebranding can be a valuable tool for brand building and adaptation, it should be approached thoughtfully and strategically to ensure alignment with the brand’s identity, objectives, and audience expectations.”

Newsweek approached representatives of Prince Harry and Meghan Markle via email for comment.

James Crawford-Smith is Newsweek‘s royal reporter, based in London. You can find him on X (formerly Twitter) at @jrcrawfordsmith and read his stories on Newsweek‘s The Royals Facebook page.

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