THE LEGACY LAB
Legacies are about today and tomorrow, not just yesterday.
WHAT IS THE LEGACY LAB?
Launched in 2012, The Legacy Lab is an award-winning research lab and strategic consultancy focused on exploring the dynamics of long-term brand building in a short-term world. Our team collaborates with ambitious leaders who aim to keep their brands enduringly unique, inspiring, and influential—even as the times, technology and competition change around them.
LEGACY IN THE MAKING
Our book, Legacy in the Making (McGraw Hill), helps brands to create a vibrant present and future rather than just be caretakers of the past. It explores the minds and methods of remarkable leaders across a range of industries: from technology, hospitality and sports to packaged goods, entertainment and philanthropy.
Whether your brand is old or new, large or small, leader or challenger, Legacy in the Making helps marketers focus on securing the future in the age of now.
“This book is a must-read for anyone who wants their work to last beyond their lifetime.”
-Simon Sinek, The New York Times bestselling author
A MODERN MEASURE OF BRAND VALUE FOCUSED ON FUTURE POTENTIAL.
Developed by Team One’s Legacy Lab, The Legacy Maker Index (LMI) is a proprietary measure of brand value based on the potential for long-term impact on people and society rather than just short-term performance.
ABOUT THE LMI
The LMI is based on quantitative consumer research. It identifies brands that are seen to be excelling in both providing superior products today while striving to shape a better future tomorrow. Unlike traditional brand value metrics that are based on past performance, the LMI serves as a foresight tool, assessing a brand's potential to create long-term value in a short-term world.
The LMI offers a new perspective on brand value, providing marketers with a unique tool to assess and enhance the consumer salience and cultural resonance of their brands. An elevated LMI score indicates that consumers perceive a brand as both innovative and socially impactful. This “dual excellence”, excelling in current offerings and future impact, is a key indicator of a brand's potential for long-term success.
THE LMI HELPS BRAND OWNERS TO:
Quantitatively measure their brand’s future potential, not just past performance
Empirically gauge their brand’s relevance, resilience, and irreplaceability in culture
Gain new insights to better shape their future brand strategy and positioning
Better understand how their brand compares to competitors in terms of perceived future value
THE LEGACY MAKERS 100
The Legacy Lab has released its 2024 Legacy Makers 100, recognizing 100 brands that consumers believe are striving to shape a better future tomorrow while simultaneously delivering superior products today. The Legacy Makers 100 includes brands from a wide range of industry sectors, such as consumer technology, fashion, luxury, medicine, hospitality, sports, and philanthropy.
Head to the link below to see the full Legacy Makers 100 list along with a detailed look at the Legacy Maker Index.
1. Johns Hopkins Medicine
2. Habitat for Humanity
3. Mayo Clinic
4. Girls Who Code
5. NASA
6. Cotopaxi
7. TELFAR
8. Alvin Ailey American Dance Theater
9. National Geographic
10. Filson
11. Ami Colé
12. The Museum Of Modern Art (MoMA)
13. RIMOWA
14. Hybe
15. Bombas
16. FIGS
17. PBS KIDS
18. Bugaboo
19. Shinola Detroit
20. The Metropolitan Museum Of Art (The MET)
21. Amazon
22. Veja
23. Oatly
24. World Surf League
25. The Olympics
26. Apple
27. Simplehuman
28. IWC Schaffhausen
29. Arc’Teryx
30. Savage X Fenty
31. Microsoft
32. H-E-B
33. John Varvatos
34. Google
35. Duolingo
36. The Bluebird Cafe
37. Taylor Guitars
38. Alo Yoga
39. General Electric (GE)
40. Seventh Generation
41. On (athletic shoes and performance sportswear)
42. Bill & Melinda Gates Foundation
43. Glossier
44. Rent the Runway
45. John Deere
46. REI
47. Sesame Street
48. Samsung
49. SXSW
50. Aesop
51. Lucid Motors
52. Intel
53. Benefit Cosmetics
54. Crayola
55. Medium
56. Blue Origin
57. OpenAI
58. Trader Joe's
59. Caterpillar (CAT)
60. Nvidia
61. Bang & Olufsen
62. AWAY
63. USAA
64. Rare Beauty (by Selena Gomez)
65. Trek (Bikes)
66. GSK
67. Gymshark
68. Uniqlo
69. Golden Goose
70. Calm
71. GoFundMe
72. Dove
73. Canada Goose
74. Moncler
75. Kiehl's
76. Toyota
77. Breitling
78. TED
79. Vuori
80. Pfizer
81. Whole Foods Market
82. Canva
83. IBM
84. UPS
85. Fender Guitars
86. Sonos
87. YouTube
88. Good American
89. WNBA
90. Miu Miu
91. Pinterest
92. Supreme
93. St. Regis Hotels & Resorts
94. SpaceX
95. Lowe's Home Improvement
96. Pixar
97. Kashi
98. KIND snacks
99. Sony
100. Zoom
THE LEGACY LAB SCHOLARSHIP
Launched in 2019, The Legacy Lab Foundation Scholarship and Rising Star Awards are granted each year to college-aged students who demonstrate the ambition to revolutionize an industry, positively change social norms and/or build a lasting brand solution in culture.
The most recent honoree, Katelyn Harris, is an MBA Candidate at Stanford Graduate School of Business (GSB), whose work signals a one-of-a-kind devotion to creating meaningful change in her community. Leveraging tech, media, and education, Harris empowers and uplifts underserved students by equipping them with necessary digital skills.
Harris’ work has brought her to platforms like Google, while enabling her to build platforms of her own, like her non-profit org BOSS. Katelyn is emblematic of what determination, creativity, and innovation can accomplish. We eagerly await news on all of the tremendous work she’s sure to do. Congrats Katelyn! Head to the link below for more details on this year’s scholarship.