Prince Harry and Meghan Markle's brand will 'fail' unless the royal lives a life of sacrifice and service, Princess Diana's former chief of staff has warned.
Patrick Jephson, a leading brand and reputation management expert, has warned the royal couple who moved to LA last year.
He also revealed he urged Diana, the Princess of Wales, not to go ahead with the controversial Panorama interview, writes the Express.
He said: "Harry and Meghan have an evolving brand issue.
"One could argue that, at it's best, membership of the Royal Family gives you access to the most extraordinary and powerful brand in the world.
"To voluntarily divest yourselves of all those advantages in pursuit of something else is very daring – and we don't even know what that something else is.
“But if it departs very much from that great tradition of personal sacrifice and public service that defines the monarchy brand then I don’t believe it will succeed.”
Prince Harry vowed to "lead a life of service" barely 24 hours after Buckingham Palace announced the Duke and Duchess of Sussex were to give up their HRH titles last January.
Many of the couple's projects since moving across the Atlantic have involved charitable enterprises.
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One example is creating the Archewell Foundation to drive "cultural change across al communities".
However, Harry and Meghan are also reported to have made more than £200million since they stepped down as senior royals, from what critics claim are through their royal links.
This includes a £122million deal with Netflix to produce documentaries, feature films and programmes for children.
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They also secured a £30million podcast deal with Spotify.
Mr Jephson was talking during a virtual conference on promoting and protecting personal brands, organised by a US public affairs agency.
The former Royal Navy Lt Commander, who worked as Princess Diana's personal assistant from 1988 until 1996, revealed he warned her against the infamous Panorama interview with Martin Bashir.
“I was very much opposed to Diana giving that interview,” Mr Jephson said.
“It backfired and I resigned partly as a result.”
The BBC are investigation claims that fake documents were used to persuade Earl Spencer, Di's brother, to introduce Bashir to the princess.
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