In today’s fast-moving media world, brands must respond quickly to scandals that could damage perceptions of their products or services. When the brand is a person, however, the challenge is greater: behaviour, emotions, and public image are harder to control than a press release.
Britain’s royal family faces such a challenge following the arrest of Andrew Mountbatten-Windsor. Consumers form deeper emotional bonds with human brands than with nonhuman ones. Any lapse in judgment can trigger strong reactions, reflecting negatively on the entire brand.
For years, the royal family has navigated publicity around the former Duke of York, largely linked to his association with the late financier and convicted sex offender Jeffrey Epstein. Mountbatten-Windsor’s arrest under suspicion of misconduct as a former trade envoy places the family in a position of protecting
the brand by publicly distancing themselves.
The arrest follows the release of documents suggesting he shared official information with Epstein between 2001 and 2011. During this period, the palace generally maintained a low profile, adhering to the mantra “never complain, never explain,” often attributed to the late Queen Elizabeth.
Also read: The algorithm and the depraved life of Jeffrey Epstein
Public outrage intensified after Mountbatten-Windsor’s 2019 Newsnight interview, where he denied wrongdoing and claimed to have ended his friendship with Epstein in 2010. Memes, mocking headlines, and the distancing of charities and sponsors demonstrated the risks of social contagion, showing how negative behaviour can spread rapidly through public opinion.
In response, the royal family took formal action: Mountbatten-Windsor stepped back from public duties in 2019, was stripped of royal titles in 2022, and had his prince title removed permanently in 2025. Written statements by King Charles III and Prince William expressed concern for Epstein’s victims while distancing themselves from Andrew, signalling the seriousness of the situation.
The royal brand has also been protected through strategic public appearances: Andrew was excluded from official events, including King Charles’s coronation, and relocated to a more isolated residence. These measures aim to contain reputational damage while maintaining trust in the monarchy.
Brands can weather scandals with rapid responses and by demonstrating long-term behavioural change. For the royal family, a careful combination of distancing, transparency, and moral alignment with the public may allow the monarchy to weather this crisis, though the brand remains at risk.
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