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, April 25, 2023 (GLOBE NEWSWIRE) -- 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:

Launched in 2012, The Legacy Lab is a Los Angeles-based think tank exploring the dynamics of long-term brand building in a short-term world. It focuses on ambitious leaders—remarkable leaders who have succeeded in making their brands enduringly unique, inspiring, and influential—even as the times, technology and competition change around them. The Legacy Lab includes The Legacy Lab Consultancy, which helps brands build legacies with the understanding that irreplaceable brands endure over time and have lasting value, as well as The Legacy Lab Foundation—a nonprofit created to invest in leaders and organizations aiming to make a durable difference in the world. The Legacy Lab is an enterprise of Team One. For more information, visit The Legacy Lab and follow all the latest learning on Twitter, Facebook, and LinkedIn.

The Legacy Lab Foundation is a nonprofit part of Team One’s Legacy Lab, created to invest in leaders and organizations aiming to make a lasting difference in the world. Since 2019, it has been presenting a scholarship to students who represent the next generation of legacy makers. The scholarship is powered by The Giving Back Fund, an LA-based nonprofit that facilitates charitable giving. To learn more about The Legacy Lab Foundation Scholarship, visit:

Team One is Publicis Groupe’s fully integrated media, digital and communications agency dedicated to helping premium brands thrive in the modern media landscape. With 450 employees, Team One has six North American offices, including its Los Angeles headquarters, Dallas, New York, Chicago, Atlanta, and Boise. Team One clients include Lexus and the Lexus Dealer Association, The Ritz-Carlton Hotel Company, Marriott International, Ste. Michelle Wine Estates, Harman International, Wisk, Hewlett Packard Enterprise, HP Inc., Simplot, and Cathay Pacific. Named to Adweek’s 2021 Media Plan of the Year for its work with Lexus and Fast Company’s 2021 Best Workplaces for Innovators list, Team One continues to be recognized for its industry-leading work and unique culture that encourages innovation at all levels. To learn more about the agency’s work, team, and innovation ethos, visit

Press contact:
Nicole Fuchs
DiGennaro Communications