Honestly, if you looked at the headlines three years ago, the Prince Harry Meghan Markle image strategy was a two-headed beast. They were the inseparable power couple, a united front against the "Firm," appearing in black-and-white Netflix frames like high-stakes political refugees. But things have changed. A lot.
Walking into 2026, the "Sussex brand" as a single entity is basically on life support. Instead, we’re seeing a "divide and conquer" maneuver that’s as much about survival as it is about PR. Meghan is leaning hard into the "Martha Stewart of Montecito" vibe, while Harry is desperately trying to claw back his status as a global humanitarian. It’s a messy, fascinating, and incredibly expensive pivot.
The end of the "Joint Venture" era
For a long time, their strategy was built on conflict. You had the Oprah interview, the Spare memoir, and that six-part Netflix docuseries. It worked for a minute—it got eyeballs. But you can only sell family secrets once. By mid-2025, the "exhaustion factor" hit a breaking point.
Industry experts like Mark Borkowski have noted that being a "royal duo" was actually starting to drag them both down. When they’re together, the conversation is always about the drama with William and Charles. When they’re apart? They actually get stuff done.
Take a look at the data from early 2026. YouGov trackers show Meghan’s favorability in the UK at a record low of 19%. Harry isn't doing much better at 31%. But when you look at their individual projects—like Harry’s work with the Invictus Games or Meghan’s brand As Ever (formerly American Riviera Orchard)—the engagement is actually there. People might not like them, but they’re still buying the jam.
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Meghan’s lifestyle pivot: From Duchess to CEO
Meghan’s side of the Prince Harry Meghan Markle image strategy is all about commerce. She’s moving away from being a "victim of the system" to being a "curator of the good life."
It hasn't been a smooth ride. Remember the trademark drama with American Riviera Orchard? She had to scrap the name after patent office headaches and re-emerged with As Ever. It was a blow, but she pivoted. Her Netflix show, With Love, Meghan, hasn't been a massive Squid Game-level hit, but it’s doing exactly what it needs to: it’s an infomercial for her products.
- The "As Ever" Launch: In April 2025, her first batch of raspberry jam and wildflower honey sold out in minutes.
- The Hollywood Return: She’s even dipping her toes back into acting, though in a very meta way, playing herself in the Amazon MGM film Close Personal Friends.
- Solo Appearances: Whether it’s Paris Fashion Week or the Fortune Most Powerful Women Summit, she’s showing up without Harry. It’s a "global power woman" aesthetic that doesn't require a Prince on her arm.
Harry’s battle for "Boring Trust"
While Meghan is building a lifestyle empire, Harry is in the middle of a serious reputational repair job. PR experts are calling it the "Boring is Trust" strategy.
Basically, he needs to stop being the "angry younger brother" and go back to being the "veteran-focused Prince." It’s been tough. He recently stepped down from Sentebale, the charity he co-founded in Lesotho, following some internal friction. Then there’s the constant chatter about his role with the Invictus Games. Some critics in the UK military community think his "divisive" image is starting to overshadow the veterans.
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But Harry is doubling down. The strategy for 2026 is all about "impact over noise." He’s focused on the 2027 Invictus Games in Birmingham. This is a massive play. If he can pull off a successful UK event without it turning into a tabloid circus, he might actually fix his image. He’s even extended an olive branch to King Charles and William for the event, though timing it near Queen Camilla’s 80th birthday made the optics... complicated.
Why the PR agencies are running away
Here’s the part no one wants to talk about: the money and the management.
Reports from early 2026 suggest that several top-tier US PR agencies have actually turned down the Sussex account. Why? Because they’re "difficult and cheap." That sounds harsh, but when you’re spending $150,000 to $300,000 a year on PR and still ignoring their advice, agencies get frustrated.
The couple’s split from Method Communications in late 2025 was a huge red flag. Insiders say Meghan is now "steering the ship" herself, making all the final calls on staffing and finances. This has led to a massive downsizing at Archewell Philanthropies (the new name for the Archewell Foundation). They’re reportedly down to just a handful of employees.
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Is the Netflix deal actually a win?
The big $100 million deal that everyone talked about in 2020 technically ended in late 2025. It didn't get a massive, "more of the same" renewal. Instead, they moved to a "first-look deal." In Hollywood speak, that’s a step down. It means Netflix gets the first pick of their ideas, but they aren't obligated to fund everything. It gives the Sussexes more flexibility, sure, but it also means the guaranteed fat paychecks are gone. They have to produce content that actually performs now.
Actionable insights: What this means for their future
If you’re looking at the Prince Harry Meghan Markle image strategy as a case study in branding, there are a few hard truths we can see right now.
- Conflict has a shelf life. You can't build a 20-year career on a 2-year grievance. They’ve realized they need to stand for something other than "not being Royals."
- Solo brands are stronger. By decoupling their professional lives, they reduce the risk. If Meghan’s jam brand fails, it doesn't hurt Harry’s veteran work. If Harry’s court cases go south, it doesn't tank Meghan’s Netflix ratings.
- Transparency is the new currency. After the "delinquent" status drama with their foundation in 2024, they’re being forced into radical transparency. "Boring" financial reporting is their best friend if they want to regain institutional trust.
- Community over celebrity. Meghan’s return to Instagram (@meghan) isn't just for selfies; it’s about direct-to-consumer sales. They’re cutting out the middleman (the traditional press) to talk directly to the 4 million+ people who actually want to hear from them.
The next twelve months will decide if they are "A-list entrepreneurs" or just "former royals" living in an expensive house. They’ve stopped trying to be everything to everyone. Now, they’re just trying to be a lifestyle mogul and a veteran’s advocate who happen to be married. It’s a gamble, but honestly, it’s the only hand they have left to play.