Differentiation is a conscious decision
BTQUE doesn’t stand for a little bit of differentiation, but for:
THE RADICAL EDGE. As an English term, this sounds very drastic, but it describes nothing more and nothing less than the conscious decision to truly highlight, articulate, shape and consistently bring to life the unique qualities of brands and their offerings. In other words, to express the ‘competitive edge’ within a ‘brand & marketing edge’ with absolute consistency.
This requires entrepreneurial vision, courage and the decision to view the brand as an integral part of your corporate strategy and a management tool. A brand arises from identity – it embodies what you are and aspire to be, the values you stand for and the attitude you adopt. This must be intuitively perceptible and tangible to everyone who comes into contact with your brand.
A brand is the engine or energy that drives a company. It is the spark that ignites passion, inspiring employees and customers alike. A brand creates relevance that extends far beyond the product itself. A brand stays in people’s memories. A brand defines the place it occupies in people’s lives and in the spirit of the times.
What makes a company special? Unique? Different? In its very own way. Based on the decisions of the people who lead the company.
Whether loud or quiet, colourful or black and white, traditional or modern, romantic or technical, emotional or cool… Being radically different means consistently bringing to the fore what truly sets you apart. And no entrepreneur should leave that to chance.
The brand as a holistic system and outstanding human creativity
BTQUE offers an alternative approach for businesses of all sizes to highlight their unique selling points accurately and effectively.
In addition to the organisational advantages of impartial consultancy and lean, flexible structures, BTQUE is based on an understanding of the brand as a holistic system rather than merely a formal design construct, and on outstanding human creativity. With these two elements – and only these – they lay a genuine foundation for success.
BTQUE doesn’t simply develop a bit of branding and a brand for you; rather, it creates a holistic system that functions intuitively as a whole and truly brings out your unique differentiation. Whether with a selected strategy partner or using our own branding approach: THE RADICAL EDGE SYSTEM
BTQUE doesn’t just find any old strategists and creatives, but hand-picks top specialists united by a shared philosophy and mindset – discerning ly entrepreneurial, free and independent. Driven by the desire to improve the world of marketing and give it more ‘edge’: THE RADICAL EDGE SOCIETY.
