Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World

Mark Miller is Chief Strategy Officer at Team One, Publicis Groupe’s premium and luxury brand agency. He is also the founder of The Legacy LabTM, a research and consulting practice within Team One. With more than two decades of experience in the communications industry, Miller has earned a reputation for intersecting creativity with intelligence to help global brands drive change. His work has been awarded by the Advertising Research Foundation’s David Ogilvy Awards, by the American Association of Advertising Agencies’ Jay Chiat Awards, and by Effie Worldwide which recognizes marketing effectiveness. He was also named a Trendsetter and an Agency Innovator for thought leadership on global branding by The Internationalist. Miller’s modern legacy is building and restoring great brands through finding more relevant ways to continue their stories. Lucas Conley is a freelance journalist and a contributing researcher and writer with The Legacy Lab. He began his career at The Atlantic Monthly and has written for The Boston Globe, Fast Company, ESPN: The Magazine, SPIN, and The Wall Street Journal Magazine. Conley is the author of Obsessive Branding Disorder and coauthor of The Method Method. He has been invited to speak about his work on The Colbert Report, ABC World News, CNN’s BookTV, NPR, and at South by Southwest. His modern legacy is exploring the human dimension of business through journalism.

Foreword by Yvon Chouinard

Introduction: The End of Legacy as We Know It

Chapter One: Take Leadership Personally

"Contribution before Extraction"
The Tribeca Film Festival

"Opportunities out of Obstacles"
Girls Who Code

"Lead, Don't Manage"
NYX Cosmetics

Chapter Two: Behave Your Beliefs

"Your Culture is Your Product"
The Honest Company

"Deeds, Not Words"
The Bluebird Cafe

"Empower Your Believers"
The Ritz-Carlton Hotel Company

Chapter Three: Let Outsiders In

"Effect Change"
(RED)

"Share Your Secrets"
The San Diego Zoo 

"Enroll Consumers as Coauthors"
The It Gets Better Project

Chapter Four: Invent Your Own Game

"Don't Be the Best--Be the Only One"
Grey Goose

"Define Your Category (Don't Let It Define You)"
The Belmont Stakes

"Ask Smarter Questions"
Lexus

Chapter Five: Never Stop Making History

"Don't Just Have a Plan, Stick with It"
The Toronto Maple Leafs

"Let the Past Inform the Present" 
The Championships, Wimbledon

"Transcend Generations" 
Taylor Guitars

Conclusion: The Beginning of Your Legacy in the Making

Acknowledgments

Endnotes

Index