The most successful b2b companies show that brands drive business and value. Companies act like people when evaluating what products or services to buy. Emotional drivers are key to business success. Sound and music are a strong emotional driver for your b2b brand. The following examples show how the most valuable B2B brands use music as opportunity to create strategic competitive advantage.

1. WHY MUSIC MATTERS FOR
B2B BRANDS
A Raven and Finch Report – Jan 2016

2. #1 THE SOUND OF INTEL
CONTENT
Selling the invisible with sound
Using the sound of the machine
#2 GE DROP SCIENCE
Making clean energy be heard
#3 SIEMENS SOUND OF WIND

3. THE MOST SUCCESSFUL B2B
COMPANIES SHOW THAT
BRANDS DRIVE BUSINESS
AND VALUE.

4. COMPANIES ACT LIKE PEOPLE
WHEN EVALUATING WHAT
PRODUCTS OR SERVICES TO
BUY.
!
EMOTIONAL DRIVERS ARE
KEY TO BUSINESS SUCCESS.

5. SOUND AND MUSIC IS A
STRONG EMOTIONAL DRIVER
FOR YOUR B2B BRAND.

6. The following examples show how
the most valuable B2B brands use
music as opportunity to create
strategic competitive advantage.

7. Selling the invisible with sound
#1
THE SOUND OF INTEL

8. INTEL IS ONE OF THE MOST
VALUABLE BRANDS IN THE
WORLD.*
*Source: http://interbrand.com/best-
brands/best-global-brands/2015/

9. INTEL UNDERSTANDS THAT
STRONG BRANDS DRIVE
THE B2B MARKET.

10. THE INTEL SOUNDLOGO
PLAYS A BIG ROLE IN THAT.

11. CLICK TO LISTEN TO
THE INTEL SOUNDLOGO

12. INTEL INTEGRATES
THE SOUNDLOGO
COOPERATIVELY IN
AUDIOVISUAL
COMMUNICATION OF
PC-MAKERS.

13. THIS STRATEGY MADE
AN UNSEEN PRODUCT
AUDIBLE, WHENEVER
THE BRAND WAS
MENTIONED.

14. TODAY INTEL IS ONE OF
THE BEST KNOWN
BRAND SOUNDS IN THE
WORLD.

15. Does your brand have a
trademark sound that your
customers instantly connect with
your product or service?
Q U E S T I O N # 1

16. Using the sound of the machine
#2
GE DROP SCIENCE

17. GE COLLABORATED WITH
ELECTRONIC MUSICIAN
AND DJ MATTHEW DEAR.
!
!
!

18. THE INSIGHT: EVERY
MACHINE HAS IT’S OWN
ACOUSTIC SIGNATURE.
!
!
!

19. GE USES THESE SOUNDS TO
PERFORM REAL-TIME
DIAGNOSTICS FOR EXAMPLE
ON AIRPLANES OR MEDICAL
EQUIPMENT.
!
!

20. BASED ON THIS INSIGHT
DEAR PRODUCED THE TRACK
„DROP SCIENCE“ OUT OF THE
SOUNDS OF THE MOST
POWERFUL GE MACHINES.
!
!

21. CLICK TO LISTEN TO
GE DROP SCIENCE

22. GE TOOK AN EMOTIONAL
PERSPECTIVE ON A VERY
ANALYTICAL TOPIC AND
CREATED A BEATIFUL PIECE
OF B2B STORYTELLING.
!
!

23. Does your brand have an
emotional way of communicating
technical details of your services
and products?
Q U E S T I O N # 2

24. Making clean energy be heard
#3
SIEMENS SOUND OF WIND

25. SHOWCASING IT’S WIND
ENERGY SOLUTIONS,
SIEMENS CREATED THE
„SOUND OF WIND“
CAMPAIGN.
!
!

26. THEY CRAFTED THE JOHANN
STRAUSS WALTZ BLUE
DANUBE USING ONLY
SOUNDS FROM THE WIND.
!
!
!

27. WITH THAT SIEMENS
HIGHLIGHTED THE EFFECT
OF ENGINEERING ON
PEOPLE'S EVERYDAY LIVES.
!
!
!

28. CLICK TO LISTEN TO
SIEMENS SOUND OF WIND

29. Does your product or service
generate sound that could be
used to communicate the positive
impact on your customers?
Q U E S T I O N # 3

30. http://popsop.com/wp-content/uploads/Screen-Shot-2015-07-30-at-1.50.58-PM.png
Contact us for a free 1 hour inspiration and information
session with Raven and Finch.
!
Raven and Finch consults brands on creating opportunities
with sounds. We compose and produce sound experiences for
branding, communication and interaction.
BOOK A FREE
INSPIRATION SESSION

31. If you want to find out how music and sound is an opportunitiyfor
your brand or product, feel free to get in touch with us at
office@ravenandfinch.com
!
M U S I C O P P O R T U N I T I E S F O R
Y O U R B R A N D A N D P R O D U C T S
M A X K I C K I N G E R
Max Kickinger is CEO of Raven and Finch
Images:
!
slides 7-14: Intel
slides 16-22: GE/Matthew Dear
slides 24-28: Siemens
!
!