Why Meghan Markle Should Beware the ‘Hype’
Newsweek
Meghan Markle’s new lifestyle brand is still largely a mystery, creating pressure for the “delivery” to match the “hype,” a PR consultant told Newsweek.
American Riviera Orchard hit the public consciousness in March when an Instagram account by the same name appeared unexpectedly purporting to be “by Meghan, The Duchess of Sussex.”
Celebrities including Kris Jenner, Chrissy Teigen, Mindy Kaling and Tracee Ellis Ross then began posting pictures of themselves with jars of jam branded with the company’s logo.
Three months on, the public still know little about what the company does, leaving the duchess with a choice to make about whether to prioritize speed or quality.
Mark Borkowski, PR consultant and author of Improperganda, told Newsweek though that it was “not just about the timing” and Meghan may be “trying to get products right.”
“The bottom line is, it’s about delivery,” he said. “If there’s all this hype and it’s just a couple of bottles of spring water and a mediocre jam at a high price, then imagine what’s going to come down on them from a great height.
“They’re banking on curiosity. We’re asking questions, we’re waiting, so the longer they don’t tell us what it is, the greater the expectation on what its going to be.”