What The Legacy Lab does

The Legacy Lab is a brand research and consulting initiative established in 2012 and operated by Team One, the Saatchi & Saatchi North America division within Publicis Groupe. Headquartered in the Los Angeles/Playa Vista area with a team of 11-50, it positions itself as a strategic resource for studying how enduring brands are built. Its core methodology combines long-form founder and executive interviews, surveys, and semiotic analysis, supported by an Honors Program that recognizes legacy builders. To date it has engaged marquee interview subjects including IDEO, The Honest Company, Girls Who Code, Taylor Guitars, The Ritz-Carlton, Toronto Maple Leafs, Two Bit Circus, Mendocino Farms, (RED), Patagonia's Yvon Chouinard, and Jeff Bezos, with fieldwork spanning 20+ countries.

The Lab's core product surface is a body of proprietary brand-building research, packaged into published works (the 2018 bestseller "Legacy in the Making," selected as a Forbes Top Ten business book that year), recurring recognition programming (Honors Program, 2017 launch; New Legacy Makers' Showcase via Disruptor Foundation, 2018), and a community of legacy-brand practitioners. It is not a technology platform in the conventional sense: there is no disclosed software product, no application layer, and no proprietary technical infrastructure described in the inputs.

The business model is professional services: paid brand consulting engagements sold to enterprise clients via quote-based pricing, plus modest ancillary book and event revenue. It serves both established brands seeking legacy positioning and emerging founders via the New Legacy Makers track, and it benefits from cross-channel distribution through the broader Publicis network rather than as an independent go-to-market organization. No standalone financial, ARR, or pricing disclosures are available; revenue is effectively bundled within Team One's larger P&L.

Name

The Legacy Lab

Legal name

The Legacy Lab

Website

https://thelegacylab.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

The Legacy Lab is a brand research and consulting initiative operated inside Team One (Saatchi & Saatchi North America / Publicis Groupe) that studies enduring brand-building through interviews, surveys, semiotics, and an Honors Program, serving both established and emerging brands.

Ownership category

akta.pro rank

Product category

Brand Consulting Services

NAICS

Management Consulting Services (54161), Book Publishers (513130)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Organizational Culture & Values-Based Leadership (EDABAAAE)

Keywords

• Brand consulting
• Brand strategy
• Brand legacy research
• Marketing consulting
• Semiotics research

Headquarters

HQ city

Playa Vista

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Brand Consulting Services: Custom consulting engagements for new and established brands seeking to build modern legacies, offering strategy roadmaps and long-term brand solutions rather than short-term tactical responses.
2. Book Sales — Legacy in the Making: Sale of the bestselling book 'Legacy in the Making,' which codifies the behaviors of brands that stay vibrant over time. The book was named a Washington Post bestseller.
3. Honors Program: Recognition program for exceptional legacy-building leaders and emerging leaders, which may include sponsorship, scholarships, or program participation fees.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Legacy Lab provides brand consulting services through research labs and strategic consulting engagements, helping both new and established brands build modern legacies via custom strategy roadmaps and frameworks such as Mastering the Language of Legacy, Bringing the Past Forward, and Building the Future Together. The flagship intellectual property is the bestselling book "Legacy in the Making" (Forbes Top Ten Business Books of 2018, Washington Post bestseller), and the practice is supported by an ongoing multigenerational, cross-cultural research study and an Honors Program recognizing legacy-building leaders.

Product overview

The Legacy Lab is a brand consulting and research initiative by Team One (a division of Saatchi & Saatchi North America) focused on helping brands build enduring legacies in today's short-term world. The offering comprises the 'Legacy in the Making' bestselling book, consulting services including the Mastering the Language of Legacy, Bringing the Past Forward, and Building the Future Together frameworks, the Legacy Lab Honors Program, in-depth interviews with brand leaders, a community network, and an ongoing research study drawing from global consumer and marketer insights.

Differentiator

Problem solved

Functional benefit

Brands

• Legacy in the Making: Bestselling book published by The Legacy Lab, named one of Forbes Top Ten Business Books of 2018 and a Washington Post bestseller
• The Legacy Lab Honors Program
• Legacy Lab Interviews

Products and services

• Brand Legacy Consulting Services Custom consulting engagements for both new and established brands seeking to build modern legacies, providing strategy roadmaps and long-term brand solutions through proprietary frameworks such as Mastering the Language of Legacy, Bringing the Past Forward, and Building the Future Together. Targeted at senior brand marketers and C-suite leaders across categories including auto, fashion, hospitality, CPG, and technology.
• Legacy in the Making (Book) Bestselling book that codifies the behaviors of brands that stay vibrant over time, exploring the minds and methods of remarkable leaders across industries. Named one of the "Top Ten Business Books of 2018" by Forbes and became a Washington Post bestseller. Sold directly to readers via the company's website as the firm's flagship consumer product.

Quantifiable outcome

• Named one of the 'Top Ten Business Books of 2018' by Forbes
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered featured and core.

• Disruptor FoundationfeaturedStrategic or Co-development Partner · 1 January 2018The Legacy Lab partnered with the Disruptor Foundation on the 'New Legacy Makers' Showcase' — a special series of interviews honoring the next generation of young leaders who are changing the world for the better. This partnership surfaces emerging legacy builders (e.g., Naomi Wadler, Carter Anderson) and aligns The Legacy Lab's brand legacy framework with youth activism and social impact.
• Sign SaladcoreStrategic or Co-development Partner · 1 January 2012The Legacy Lab partnered with Sign Salad, a world-leading semiotics consultancy, to conduct the 'Mastering the Language of Legacy' study — a groundbreaking semiotics research project examining how luxury brands express their legacy and how legacy codes vary across countries (UK, US, Brazil, UAE, China). The study identified two key cultural codes of brand legacy: 'gifting' (preserving the past) and 'transmission' (using heritage as a platform for innovation).
• Team One (Saatchi & Saatchi North America / Publicis Groupe)coreOthersThe Legacy Lab was created and is operated by Team One, a division of Saatchi & Saatchi North America Inc., itself a fully owned subsidiary of Publicis Groupe. Team One serves as the strategic engine behind the program, providing resources, brand relationships, and distribution within the Saatchi & Saatchi and Publicis networks.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Brand Union: Brand Union (now Superunion, part of WPP) is a global brand consultancy delivering strategy, identity, and experience work. Directly comparable to The Legacy Lab's enterprise legacy advisory, with materially greater headcount and delivery scale.
• Interbrand: Interbrand is a global brand consulting firm offering strategy, valuation, and design services. It directly competes with The Legacy Lab in helping enterprises articulate brand purpose and long-term identity, with deeper international scale and the proprietary Best Global Brands index as an additional data asset.
• Wolff Olins: Wolff Olins is an Omnicom-owned global brand consultancy specializing in brand strategy, identity, and experience. It directly competes for the same enterprise legacy/branding engagements The Legacy Lab targets, with stronger international delivery footprint.
• Siegel+Gale: Siegel+Gale is a global brand strategy and design consultancy known for simplicity-focused brand positioning. It is directly comparable to The Legacy Lab's advisory work helping enterprises clarify long-term brand narratives, though with broader scope beyond legacy.
• MetaDesign: MetaDesign is a global brand strategy and design agency with offices in the US, Europe, and China. Comparable to The Legacy Lab's international research footprint and senior-led brand advisory model.
• FutureBrand: FutureBrand is an IPG-owned global brand consultancy delivering brand strategy, experience, and design. Comparable to The Legacy Lab in advising global enterprises on long-horizon brand building, with similar curated-thought-leadership positioning.
• Lippincott: Lippincott is a strategic brand consulting firm advising Fortune 500 clients on corporate identity, brand positioning, and customer experience. It is directly comparable to The Legacy Lab in delivering senior-led, advisory brand strategy engagements for large enterprises, though its scope is broader than legacy specifically.
• Landor & Fitch: Landor & Fitch is a WPP-owned brand consulting and design network with global delivery capability. Comparable to The Legacy Lab in helping enterprises build enduring brand identities, but operates at materially greater scale across strategy, design, and brand experience.

Emerging players

• Moving Brands: Moving Brands is an independent, multi-disciplinary brand consultancy working across strategy, design, and experience. Comparable to The Legacy Lab in delivering senior-led brand strategy for ambitious brands, though more design-execution-heavy than legacy strategy.
• Pentagram: Pentagram is a partner-led, design-focused brand consultancy. While more design-led than The Legacy Lab's strategy consulting, it is an adjacent peer serving similar high-status, founder-led brand engagements and capturing comparable cultural mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thelegacylab
• Facebookfacebook.com/thelegacylab
• LinkedInlinkedin.com/company/the-legacy-lab

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Legacy Lab