Yes, Paul Newman started with a philanthropic cause and that combined with his celebrity and a genuinely good line of products made it a hit. Someone like Gwyneth Paltrow used her celebrity to draw readers to her newsletter, created a community and then sold them products in line with the values of that community - not for charity, but all in line with her beliefs and the way of life she was demonstrating, and none of that clashed with who she is or what she stands for. Prince Charles (as he was then) was promoting organic food, which again was completely in line with his stated interests and values. Duchy Originals was set up to share goods made from produce grown on his land and developed into a range of British luxury food items - but slowly. So in all of those cases there was always an ethos, a cultivated audience, a clear aim and a slow building of brand loyalty over time. ARO has none of that. There's no hinterland of values and community apart from people who like Meghan, which is a shifting and very varied group that's geographically scattered. Meghan and Harry talk a lot about vague concepts like service and empowerment and battling unfairness but there isn't any core proposal in what they say - there's nothing to stand behind. And it fundamentally doesn't go with jam! I think their two problems are that they are in too much of a hurry to throw themselves into new projects, and with ARO they've started at the wrong end where they've behaved as if it's already a billion-dollar merchandising business and are working back from that idea to find a market for it. I feel as if more time and thought went into designing the logo than defining what the business actually is.