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 2025 Legacy Makers 100, recognizing 100 brands that consumers believe are striving to shape a better future tomorrow while simultaneously delivering superior products today. This year’s list features rare brands representing a wide range of categories, including consumer goods; entertainment and music; technology; food and beverage; transportation and mobility; business and service; and health and wellness.
Head to the link below to see the full Legacy Makers 100 list along with a detailed look at The Legacy Maker Index.
1. St. Jude Children’s
Research Hospital
2. Mayo Clinic
3. Habitat for Humanity
4. Girls Who Code
5. Johns Hopkins Medicine
6. Alvin Ailey American Dance Theater
7. The Row
8. Aimé Leon Dore
9. Filson
10. Cotopaxi
11. The Hundreds
12. Shinola Detroit
13. Veja
14. BYD
15. RIMOWA
16. Ami Colé
17. Medium
18. Substack
19. IWC Schaffhausen
20. TELFAR
21. HYBE
22. NASA
23. The Citizenry
24. Reformation
25. The Museum of Modern Art (MOMA)
26. AMBUSH
27. PBS KIDS
28. Arc’teryx
29. C.F. Martin & Co.
30. Away
31. Gates Foundation
32. The Ordinary
33. Taylor Guitars
34. Good American
35. Nvidia
36. Sesame Street
37. Off-White
38. FIGS
39. LOEWE
40. Depop
41. Google
42. John Varvatos
43. Calm
44. Microsoft
45. On
46. Seventh Generation
47. Glossier
48. Golden Goose
49. MasterClass
50. Moncler
51. Apple
52. Intel
53. LEGO
54. Polestar
55. Amazon
56. Aesop
57. The Bluebird Cafe
58. National Geographic
59. Rent the Runway
60. Miu Miu
61. The Metropolitan Museum of Art (The MET)
62. PayPal
63. Owala
64. Rare Beauty
65. Sanrio
66. Alo Yoga
67. Bang & Olufsen
68. Bombas
69. Savage x Fenty
70. Duolingo
71. A24
72. USAA
73. Canada Goose
74. TED
75. The RealReal
76. Benefit Cosmetics
77. Bottega Veneta
78. Vuori
79. Uniqlo
80. UPS
81. Supreme
82. General Electric
83. Patek Philippe
84. Blue Origin
85. Trader Joe’s
86. GSK
87. Pfizer
88. Rivian
89. Harman Kardon
90. SpaceX
91. REI
92. Samsung
93. Stanley Tools
94. H-E-B
95. NFL
96. SXSW
97. Hoka
98. YouTube
99. John Deere
100. Toyota
THE LEGACY LAB SCHOLARSHIP
The Legacy Lab Foundation Scholarship celebrates visionary young leaders who are shaping industries, challenging norms, and building brands that stand the test of time. This year, we are thrilled to honor JahWill Fanning, a fourth-year Business Administration student at Georgia Tech, whose groundbreaking work is redefining the music industry.
As the founder of Flowst8, JahWill is leveraging AI-powered tools to transform music production, enabling artists to streamline their creative workflows. In addition to his entrepreneurial ventures, he serves as the lead mixing and recording engineer at Jah Studios in Atlanta, supporting fellow artists while refining his own craft as a music producer and singer-songwriter.
JahWill describes this scholarship as a “pivotal moment” in his journey—one that will help propel his mission to innovate within the music industry. His vision, passion, and dedication make him a true embodiment of what it means to create a lasting legacy.
Want to learn more about this year’s scholarship? Head to the link below!