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Cohesive Brand

心引力品牌

Labsology · Brand consultancy (法博思品牌顧問), Taipei · 2022

Introduction
Uniting the Internal and the External Brand

Labsology, a brand consultancy in Taipei, built the Cohesive Brand idea on its years of consulting work. It treats the brand as one thing across two sides, the organisation inside and the market outside, and weighs short-, medium- and long-term growth together (Labsology, n.d.). Such a brand matters to consumers and also has the enthusiastic backing of its own people. Where the two sides meet, a strong "brand tribe" forms (Labsology, n.d.; translated). Labsology names three core elements, Conscious, Concept and Connection, and a method for building such a brand, the Brand Empowerment System (Labsology, n.d.). The pull, or "gravity" (引力), between customers outside and organisation inside is brand psychological ownership. When employees and customers both feel the brand is theirs, the two sides move closer and the brand grows as inside and outside merge (Chen, n.d.-a). Chen presents Cohesive Brand as a concept for building a "brand business" that balances short-term results with the long-term build-up of brand equity (Chen, n.d.-a).

The Model

Cohesive Brand: two overlapping circles for the internal organisation and the external market, a circle through Connection, Conscious and Concept laid across them, and an outer ring in three segments for the parts of the Brand Empowerment System
Redrawn after Labsology (n.d.), figure 心引力品牌與品牌賦能系統 [Cohesive Brand and Brand Empowerment System; title translated from the image file name], labels in Chinese with the three core elements in English; the redrawing translates the Chinese labels (for example 內部組織, "Internal Organisation"; 外部市場, "External Market") and leaves out the icons.

Elements

Definitions follow Labsology's Cohesive Brand page (Labsology, n.d.), condensed from the Chinese, with additions from Chen (n.d.-b). The three core elements carry Labsology's English names; the names of the system's three parts are translated.

Core Elements

  • 01

    Conscious

    Conscious (清醒的組織團隊, "a clear-minded organisational team") says that a brand starts with the organisation. A clear-minded team reads the market well and also knows its own people: what they need, think and do best (Labsology, n.d.; Chen, n.d.-b). Ongoing dialogue keeps that team aligned on shared goals and the long-term vision (Labsology, n.d.). Chen calls this the foundation of brand development (Chen, n.d.-b).

  • 02

    Concept

    Concept (整合的策略系統, "an integrated strategy system") is the shared plan behind the brand. When everyone in the organisation works from the same strategy, they see the brand's goals the same way, and what they create together stays consistent (Labsology, n.d.). Another Labsology text calls the element 品牌概念, "brand concept" (Chen, n.d.-b).

  • 03

    Connection

    Connection (內外的持續串連, "continuous linking of inside and outside") is the source of the brand's growth. The growth feeds on steady contact between the people inside and the consumers outside, and on understanding what those consumers need. The result is a deep tie between brand and consumers (Labsology, n.d.). Another Labsology text calls the element 消費者連結, "consumer connection" (Chen, n.d.-b).

Brand Empowerment System

  • 04

    Consulting and Coaching in Parallel

    The consulting-and-coaching mode (顧問輔導與教練並行模式) runs coaching alongside consulting. Labsology holds that the drive and means for lasting brand growth lie inside the organisation, not with the consultant, and a consultant who only solves short-term problems is not enough. Coaching helps the organisation see itself and use its own strengths. The system as a whole works on three sides: team building, the strategy system and the iteration process (Labsology, n.d.).

  • 05

    Brand Strategy Map Integrating Inside and Outside

    The brand strategy map (內外整合的品牌策略地圖) closes a gap between plan and practice. A clear strategy helps little if the organisation cannot carry it out. The map ties organisation to market and strategy to execution, so the members can pursue the goals together (Labsology, n.d.).

  • 06

    Empowering Iterative Brand Internalisation Process

    The internalisation process (賦能式品牌內化迭代流程) turns a project into learning and capability for the client. It rests on three parts: deep market research, guided learning inside the organisation, and joint work on the change. Together, Labsology and the client aim to build lasting competitiveness (Labsology, n.d.).

Source

  1. Chen, W. [陳偉志]. (n.d.-a). 品牌心理擁有感如何驅動2類品牌利害關係人主動行動？ [How Brand Psychological Ownership Drives Two Kinds of Brand Stakeholders to Act]. Labsology. Retrieved October 8, 2026, from https://labsology.com/insight/品牌心理擁有感的力量品牌永續成長的核心關鍵/
  2. Chen, W. [陳偉志]. (n.d.-b). 品牌再造為何換了新識別卻還是失敗？組織條件缺一不可 [Why Brand Revitalisation Fails Despite a New Identity: The Organisational Conditions It Needs]. Labsology. Retrieved October 8, 2026, from https://labsology.com/insight/成功的品牌再造始自核心團隊的齊心變革/
  3. Labsology. (n.d.). Cohesive Brand｜心引力品牌 [Cohesive Brand] [Web page]. Retrieved October 8, 2026, from https://labsology.com/cohesive-brand/

Part of the Brand Identity Model Atlas. The atlas underpins the Brand-Building Canvas: a practical one-page brand identity and strategy framework for building, auditing, and repositioning brands. Download the PDF or PowerPoint template, or compare all brand identity models in the overview.