THE LEGACY LAB RELEASES THE INAUGURAL LEGACY MAKERS 100

A New Measure of Brand Value Based on Long-Term Contributions to People and Society, not Short-Term Market Value

Los Angeles, CA (April 25, 2023)– The Legacy Lab, Team One’s brand consultancy and thought leadership practice, has announced the results of its new study—The Legacy Makers 100—recognizing brands making an enduring contribution to people and society. This ranking of 100 of the world’s most impactful brands reflects The Legacy Lab’s ongoing commitment to exploring the dynamics of long-term brand building in today’s short-term business culture. The Legacy Makers 100 was created using The Legacy Makers Index (LMI)—a first of its kind quantitative tool used to capture consumer perceptions about a brand’s contributions to making better products and services and creating a better world.

Designed to be a forward-looking measure of brand value, the LMI provides marketers with an empirical gauge to assess a brand’s resilience to future shocks, while ensuring brands can also enhance their relevance over time. Brands with a high LMI are those that are seen by consumers to be irreplaceable in culture.

This year’s inaugural Legacy Makers 100 brands are:

1.           Johns Hopkins Medicine                  .

2.           Telfar

3.           Habitat for Humanity

4.           Mayo Clinic

5.           Metropolitan Museum of Art

6.           Bang & Olufsen                                 .

7.           Girls Who Code

8.           Thrive Global

9.           Rimowa

10.         NASA

11.         World Surf League

12.         Alvin Ailey American Dance Theater

13.         Savage X Fenty

14.         Bill & Melinda Gates Foundation

15.         English Premier League

16.         Alo Yoga

17.         Blue Origin

18.         Shinola Detroit

19.         SXSW

20.         John Varvatos

21.         Headspace

22.         TED (Talks)

23.         IWC (International Watch Company)

24.         Glossier

25.         Rent the Runway

26.         PBS Kids

27.         GSK

28.         SpaceX

29.         Oatly

30.         Taylor Guitars

31.         HOKA

32.         Fast Company

33.         Allbirds

34.         Nobel Prize

35.         The Bluebird Cafe

36.         Calm

37.         CELINE

38.         Apple

39.         Sonos

40.         Sesame Street

41.         Patagonia

42.         Uniqlo

43.         Bottega Veneta

44.         REI

45.         Microsoft

46.         Breitling

47.         The Olympic Games

48.         Impossible Foods

49.         Goop

50.         Amazon

51.         Stella McCartney

52.         Pfizer

53.         Trader Joe’s

54.         Ring

55.         Dove

56.         NPR

57.         Google

58.         Crayola

59.         Tory Burch

60.         GoFundMe

61.         Fender Guitars

62.         Patek Philippe

63.         Whole Foods Market

64.         LEGO

65.         FedEx

66.         The Pulitzer Prize

67.         Airstream

68.         Pixar

69.         Hermes

70.         Marvel

71.         Tesla                                                

72.         The Championships, Wimbledon

73.         John Deere

74.         Athleta

75.         Samsung

76.         YouTube

77.         Kohler

78.         Dyson

79.         IBM

80.         USAA

81.         The North Face

82.         BTS (Music Group)

83.         The Walt Disney Company

84.         Target

85.         The New Yorker

86.         Walmart

87.         LinkedIn

88.         Toyota

89.         WNBA

90.         Ben & Jerry’s

91.         MAC Cosmetics

92.         Netflix

93.         The Ritz-Carlton

94.         Honda

95.         Warby Parker

96.         PlayStation

97.         Levi’s

98.         Lexus

99.         Southwest Airlines

100.       Nike                     

Mark Miller, the Chief Strategy Officer at Team One and the coauthor of the business book, “Legacy in the Making” (McGraw Hill), said, “With the world progressing beyond the disruptions caused by COVID-19, a new generation of mindful leaders is coming to the fore—leaders that are using their brand’s resources to improve the quality of people’s lives and bring about a positive and lasting change in the world.” According to Miller, “this new era requires a new brand-building playbook and a new measure of brand value. The Legacy Lab team has developed a new metric–better tailored to usher in the new age of conscientious brand stewardship for both older, more established brands and those newer to their legacy making journey.”

In total, the LMI ranked hundreds of companies representing more than 50 distinct categories. Nominations were made by the top business and communication schools in U.S. and evaluated by a sample of 10,000 adults in the United States. The survey tool consists of two main components—Brand Ethos and Brand Endurance. The framework can be applied to evaluate any brand with an output that can be used to shape a brand’s future strategy.

“We thought it was time for all those brand leaders dedicated to making a lasting difference in the world to have a reliable indicator of their brand’s future potential, not just its past performance,” said Chandler Mount, collaborator on the study and Founder and CEO of the Affluent Consumer Research Company, a frequent partner of Team One. “More than an old-fashioned map, we envision the new Legacy Makers Index becoming an invaluable instrument to help Modern Legacy Makers chart new courses to better futures.”

For more information about The Legacy Makers 100, see here