As others have mentioned, the big issue for HaM is that they do not have a 'unique selling point', and so have nothing to 'sell'. Brands must conjure up unique cognitive associations in order to be successful. Peter Phillips can sell milk to the Chinese because he is royal. Zara - ditto. William - royal and droll. Kate - not royal but loyal, etc.. They conjure up an easily identifiable usp.
HaM brand is messy. Royal but not royal, private but public, feminist but patriarchal, environmental but polluting, protect child from publicity but wheel child out for publicity, and so on. HaM do not have a single usp, so nobody really knows what to call them up for. What do they stand for?
I can't believe the level of poor advice that these two have received. By now, they should be at least half-way through their usp-branding journey in terms of the strong cognitive associations that their 'brand' supports. They are very far from that.