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In a unique case, the Duchess of Sussex has unveiled the new logo for her lifestyle brand “As Ever” on Instagram. This “coincidence” — hopefully not a diplomatic conflict — has placed the Mallorcan town of Porreres on the world map.
The town’s mayor, Xisca Mora, has suggested that Meghan Markle change the logo, but if not, she should promote the town associated with the coat of arms.
From the perspective of communication strategies and plans, this is a case of product endorsement. If Markle agrees, it could serve as an excellent image campaign and publicity for Spain, particularly for this town, which has had the coat of arms for many years, despite the “coincidence.”
The mayor of Porreres has stated that the “As Ever” logo is a “total copy” of the town’s symbol, which dates back to the 14th century.
The key elements of a potential communication plan between the Duchess of Sussex and Porreres could focus on five promotional vectors that would benefit the town’s image, development, and tourism:
Combine an image of Porreres, its coat of arms, and a photo of Meghan, using the “punch in the eye” effect — a term used by experts to describe impactful marketing and commercial spots.
Develop a social media strategy, especially on Instagram, where brief video clips featuring local residents and the mayor could promote the beauty of the town while highlighting its coat of arms.
International media outreach through agencies and the BBC, in collaboration with Spanish media, showcasing reports and interviews with the mayor, along with promotional videos of Meghan and her brand.
A press conference unveiling the coat of arms of “As Ever” and Porreres, as a brand promotion strategy to spark conversation about the town and encourage economic support for Mallorca.
Creating custom merchandise featuring both coats of arms — essentially the same design, with colour variations — a concept the British Royal Family is experienced in, especially when it comes to promoting royal events and figures.
Earlier Crisis Plan Sent to Buckingham Palace
Before this proposal, communication expert Julio García Gómez had already sent a Crisis Plan to Buckingham Palace in response to the health situations of King Charles III and Princess Catherine, which was described as “comprehensive.”
The letter from the Royal Communications Director, Tobyn Andreae, dated July 26, stated: “Dear Julio, thank you for your letter of July 11 and for sending us your ideas for a comprehensive communication plan. It was very kind of you to write and offer your expertise; all opinions are welcome. I hope you continue to follow and enjoy the work and activities of the British Royal Family.”
The current proposals regarding the Spanish coat of arms and Meghan’s logo, presented by the expert, should focus on an advertising claim that will attract international tourists:
“Mallorca, a royal destination with the Porreres coat of arms to live life like the Duchess of Sussex!”
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