Meghan Markle’s eagerly awaited lifestyle business, “Archetype,” is in surprise jeopardy as it comes into conflict with an already established company on a trademark. The former Duchess of Sussex’s firm, which she envisioned would be a mission to sell wellness, style, and mindfulness, shares the same name as a small but respected company, resulting in legal issues and general backlash.
Markle chose the name “Archetype” because of its deep personal meaning and resonance with her mission to empower individuals and offer tools for well-being. However, a tiny US company with the same name has recently complained of possible confusion resulting from the duplication. The company, which has been in business for some years, operates in a different industry but has acquired large brand awareness in its niche market.
This surprise confrontation has led both Markle’s team and the small business to enter into legal talks to address the matter. Trademark attorneys have noted that the two companies are in different industries—one in fashion and wellness and the other in creative services—yet the common name continues to raise issues regarding the possibility of confusion in the market. Since Markle has such a high profile, the small company has expressed its need to stand up for its brand and remain able to serve its loyal customers without the shadow of a world-known celebrity brand.
While Markle’s representatives have stated that they are interested in a peaceful resolution, the case has prompted wider debates about the intricacies of celebrity-owned business ventures. Branding and intellectual property experts have entered the fray, arguing that such disputes are on the rise as celebrities more and more use their names as a basis to build financially successful businesses. With international celebrity status comes the potential for inadvertent encroachment upon smaller, local businesses that have already built their trademarks.
Meghan Markle’s brand, set to include everything from makeup to eco-friendly fashion, has already made quite an impact. Supporters see the brand as one of the vehicles by which Markle can purkeep her advocacy of social justice and environmental sustainability. Yet this brand-name controversy has the potential to hinder her initiatives since experts in public relations note that dealing with such crises promptly is the key to the sustenance of consumer confidence and brand credibility.
No decision has yet been reached on the use of the name “Archetype.” Markle’s representatives are still looking at ways to resolve the matter amicably, but it is unclear how this dispute will influence the launch and ongoing development of the brand. With so much riding on the outcome, this trademark war is a reminder of the intricacies of building a brand in a more crowded marketplace.
As legal proceedings go forward, both Meghan Markle and the small business entity in question should keep their fans and customers in the know. How this battle is resolved might have big implications for Markle’s brand and its future success.
