Prince Harry and Meghan Markle have “hit turbulence” in their quest to rebrand themselves, according to a leading PR expert who says the couple is caught between two worlds and struggling to find a clear identity.
After stepping down as working royals in 2020, Harry and Meghan moved to Montecito, California, where they now live with their two children, Archie and Lilibet. Since then, the Duke and Duchess of Sussex have launched numerous public projects, but experts say their transition from royal life to Hollywood-style celebrity has not been as smooth as hoped.
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PR expert Edward Coram James, founder of the agency GoUp, told The Express that Harry and Meghan are caught in a branding limbo between royalty and celebrity.
“Royal PR is about tradition. It’s about quiet dignity and a sense of service that transcends personality. Royals don’t need to go viral,” he said.
By contrast, he explained, “Celebrity PR is a different beast. It’s built on visibility, personality and emotional connection. You’re not just selling a message; you are selling yourself over and over again.”
According to Edward, that difference is where Harry and Meghan’s branding issues begin.
“That’s where, in my opinion, Meghan and Harry hit turbulence. They’ve stepped away from royal duties but still carry the royal shine (and the scrutiny). They’re not fully celebrities, not quite royals anymore, and that middle ground is messy,” he said.
This year, Meghan, 43, has launched a string of projects widely seen as part of a rebranding push. These include her new Netflix series With Love, Meghan, a lifestyle brand called As Ever, and her podcast Confessions of a Female Founder. While these efforts have gained attention, Edward suggests that constantly reshaping their public image might actually hurt them in the long run.
“Think back to 2021 and the Oprah interview. It marked a shift from service to storytelling, duty to personal narrative. That’s fine, in theory. But if you’re constantly reshaping your image, people start to wonder which version of you is real,” he explained.
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Still, not all hope is lost. Edward believes their nonprofit work through The Archewell Foundation is the strongest and most sustainable part of their public profile.
“I think their focus on their Archewell Foundation is a key part of their strategy. It allows them to project an image of purpose and impact, which is crucial for long-term brand building,” he said.
Ultimately, Edward believes their struggle is rooted in a refusal to fully let go of their royal identity.
“In the end, Meghan and Harry are trying to balance being both celebrities and royals, and it’s a tricky situation,” he noted. “Their big move to Hollywood was meant to be a fresh start, a clean break from the royal spotlight. But when they continue to use the HRH title in their private lives, it hints that maybe they’re not quite ready to completely shed that royal image just yet.”
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