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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, developed the Cohesive Brand way of thinking from its years of brand consulting. It aims to integrate the internal and the external brand and to balance the brand's short-, medium- and long-term development, so that planning the brand business becomes more holistic (Labsology, n.d.). A cohesive brand creates meaning and connection for the external market and its consumers and is also passionately supported by the members of its own organisation; it links both sides and so forms a strong "brand tribe" (Labsology, n.d.; translated). Labsology names three core elements of such a brand, Conscious, Concept and Connection, and has built a method for creating it, the Brand Empowerment System (Labsology, n.d.). The pull, or "gravity" (引力), that draws the outside customers and the inside organisation together is brand psychological ownership: when employees and customers both feel that they own the brand, the two sides move closer and the brand grows organically as inside and outside merge (Chen, n.d.-a). Chen describes Cohesive Brand as a concept for developing a "brand business" that balances short-term business performance 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
Source: 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. Below it, the same figure redrawn in the Atlas style.

Elements

Definitions follow Labsology's Cohesive Brand page (Labsology, n.d.), translated from 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"): the root of the brand is the organisation. A clear-minded organisation understands the external market clearly and is deeply aware of itself; it links and integrates through constant dialogue, rallies around shared goals and works towards the long-term vision (Labsology, n.d.; translated). This awareness means insight into the market and consumers and also a deeper understanding of the members' needs, ideas, traits and strengths; it is the foundation of brand development (Chen, n.d.-b).

  • 02

    Concept

    Concept (整合的策略系統, "an integrated strategy system"): only an integrated strategy system gives the members of the organisation a shared picture of the brand's development goals. On this platform every member of the brand co-creates and collaborates, so that together they build a highly integrated and consistent brand (Labsology, n.d.; translated). 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"): a vital brand keeps growing organically. The drive for this growth comes from continuous interaction between the brand's inside and its external consumers and from understanding their needs, which creates a deep connection between the brand and its consumers (Labsology, n.d.; translated). 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) is more than a consultant solving short-term problems. Labsology holds that the motivation and resources for lasting brand growth lie inside the organisation, so it uses coaching methods to help the organisation see itself, use its particular potential and stir the brand's long-term drive (Labsology, n.d.; translated). The system as a whole works on three aspects: 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) rests on the view that brand development needs a clear strategy and, just as much, an organisation able to carry it out. The map links organisation and market, strategy and execution, so that the members of the organisation work together to reach the goals (Labsology, n.d.; translated).

  • 06

    Empowering Iterative Brand Internalisation Process

    The internalisation process (賦能式品牌內化迭代流程) solves problems and also creates chances to learn, empowering the organisation. Through in-depth market research, guiding the organisation to learn and internalise, and joint involvement in change, Labsology and the organisation co-create the brand's lasting competitiveness (Labsology, n.d.; translated).

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/