Meghan Markle’s New Netlix Show in Question

Meghan Markle’s sudden rebranding of American Riviera Orchard to As Ever—just days before her Netflix launch—has all the signs of a last-minute scramble rather than a strategic luxury brand pivot.

Luxury brand expert Michelle-Marie Heinemann, CEO of Old Fashioned Mom, isn’t buying it:

“There are many complexities to rebranding. When executed effectively, it can breathe new life into a brand, however the biggest problem is losing customer trust. Drastic changes in brand identity can confuse loyal consumers and the result is declining sales.”