Lifestyle brand “As ever”
This is how a dating app helped Duchess Meghan to start your company
As Duchess Meghan tells, she came up with the idea for “As ever” at the kitchen table. But she needed female power to work out her lifestyle brand.
When Meghan, Duchess of Sussex, developed her lifestyle brand “AS Ever, she not only relied on a small internal team, but also on regular exchange with experienced other founders.
Above all, the founder of the “Bumble” dating platform played a central role. Whitney Wolfe Herd is not only a successful entrepreneur, but also a friend of the Duchess, as she was in an interview with “Inc.” revealed to the launch of your new lifestyle brand.
Wolfe stove looks back on an eleven -year -old, successful independence. She founded Bumble in 2014 after leaving Tinder. Her goal was an app in which women take the first step – a concept that successfully prevailed. Today Bumble is a listed company. Whitney Wolfe Herd was the recent female CEO in 2021, which brought a company to the stock exchange. For Meghan, their entrepreneurial experiences were an important guide to building “AS Ever”.
Duchess Meghan’s brand was called differently
Especially in the phase, when “AS Ever” had to change its original name, the exchange with Wolfe Herd for Meghan was helpful. The brand was originally supposed to be called “American Riviera Orchard”. “Although we are close friends, I didn’t know that Bumble was originally called Merci,” says the Duchess in the interview. The note made it clear that challenges and adjustments in the brand structure are not unusual, even among established entrepreneurs.
For her podcast “Confessions of a Female Founder”, which will be released on April 8, Meghan spoke not only to the founder of Bumble, but also with other business people. The format should make entrepreneurial experiences and perspectives visible. In addition to the strategic partnership with Netflix and the expansion of the product portfolio, Meghan uses your personal network as a resource for content formats around “AS Ever”. Cooperation with Netflix, the establishment of a product line and the accompanying media strategy are central elements of the new brand and lead directly, sometimes indirectly back to it.
Source: Stern
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
