Slogan of the king of ice and snow

I passed by in the morning and took a breakfast with me. I worked overtime and bought a cup of coffee in a hurry to move on. No matter day or night, the convenience store always lights up 24 hours to welcome you. For many urban youth, water, electricity and coal have long been a common existence.

Recently, a netizen from Taiwan Province Province walked into familymart as usual and suddenly found something was wrong.

Looking up in a trance, ah, the original BGM has been replaced.

The entrance to inject soul into BGM for the whole family.

Speaking of the whole family of convenience store brands in Japan, you may first think of its blue+green logo color scheme and the familiar melody that will ring every time you enter or leave.

▲ Image from sankeibiz.jp

The sound of the daily single cycle in your ear is called. At present, the whole family has 24,923 stores in 8 countries and regions around the world. Whether in Japan, China, Taiwan Province Province, Chinese mainland, Thailand or South Korea, they basically use the same melody.

Miraculously, the copyright of this BGM does not belong to the whole family. This is a ringtone composed by composer Daotian Kang for Panasonic doorbell. The model is EC5277WP, the number is 1978, and the official song is "Shengdian". 198 1 The whole family started to operate independently in Japan and chose Panasonic doorbell to play ringtones, which gradually became a part of the brand DNA.

▲ Composer Daotian Kang

At first, netizens in Taiwan Province province felt uncomfortable and strange about the change of tone of the entrants. A netizen @ Xiao Pang _ said:

It turns out that the noise of opening the door when people are waiting for it is quite recognizable. If you switch to such a low voice, the recognition is not very clear. I don't know why I changed it.

During the discussion, some netizens thought that the new version was more lively and interesting, just like interesting game audio. After listening to it several times, they began to feel cute.

▲ Original family BGM score

The whole family responded to TVBS News Network, saying that since the number of stores in Taiwan Province Province of China is about to reach the milestone of 4,000, it is specially designed to make consumers feel refreshed when they enter the store, and then the stores will be replaced one after another.

However, it is not clear whether this is a short-term marketing behavior or a thorough brand upgrade.

In fact, before this, the whole family also launched a limited edition of entrance tones in the stores in Taiwan Province Province, China.

In 20 13, in order to celebrate the 25th anniversary of the founding of Taiwan Province's family, the family launched 25 special versions of ringtones, including electronic version, Mario version, horror version, barking version of the dog and so on. 20 19 ushered in the anniversary of 3 1. Different versions of BGM were launched that year, such as birthday version, Christmas version, Spring Festival version, Mid-Autumn Festival version and Children's Day version. However, they are all based on the original melody.

▲3 1 anniversary family marketing activities.

Some analysts believe that brand logo, slogans, music and other elements should be changed according to principles. The recognition of the original sound of the whole family is quite high, and there are even various versions adapted by fans, which makes it a meme-like existence. In this case, there is no need to replace the new version.

These are quite good brand assets, and it is a pity to give up suddenly.

A few notes, a melody, and the brand quietly enters your ears.

From 198 1 to now, the original classic BGM of the whole family has been used for 4 1 year.

Before 2009, the sound of the whole family entering the store was just a familiar existence and did not cause any splash on the Internet. But by chance, a Japanese netizen found that this song originally came from Panasonic's doorbell, and all the young people were shocked:

▲ So far, you can also buy a Panasonic doorbell that plays the same ringtone.

This cold knowledge from the Showa era, then set off a wave of adaptation of secondary creation. Four-handed version, remix version, game version, Bbox version, Joe Hisaishi version and attack giant version all appeared.

Among them, the lovely version of Hatsune Miku's singing attracted many netizens, which laid the foundation for the formal cooperation with the whole family to shoot advertisements.

In 20 12, Tianyi Luo covered this song. To this day, there are still secondary 2 netizens who will instinctively react and sing when they hear the whole family coming in.

▲ "Tianyi Luo Feeding Song"

In the past, on YouTube and Twitter, you could always see such videos: netizens met a family photo shop while traveling in a strange country, and they were surprised to hear that the same paragraph entered BGM. Two years ago, Friends of the Animal Forest was a mess, and this melody became a popular choice for island songs.

No matter what kind of mood and needs you come with, you will know that the next sentence must be. This is the sensory memory brought by recognition and repeated playback.

More and more people sneak into their ears and rely on their brains like the whole family BGM.

For a simple example, whenever I see it, my colleague Zhijian will unconsciously sing it out loud and remember his numerous close contacts with Intel.

When it was introduced into the editor's ear, an impulse came to her. She couldn't help but stop and buy a snow ice cream.

McDonald's was launched in 2003, and in this year, it spent more than $654.38+0.3 billion on global promotion. Now, no matter how spicy the cover version of Ren Tengger singer Singer is, editor Liu Can still quickly recognizes it and begins to recall the crispy bamboo rolls he tasted a few nights ago.

▲ Image from InStyle

The iconic brand sound can be a simple chord, such as the startup music of a Mac computer, which is the effect of C major chord plus synthesizer recording. It can be a catchy melody, just like Nokia's classic ringtone.

Of course, it can also be composed of some unexpected elements, such as the prompt tone of QQ, which actually comes from Hua Teng's BB. The 4-second title of streaming media network flying is the sound of sound designer LonBender knocking on the wooden cabinet with his wedding ring.

▲, pretend there is a sound here.

Among the information obtained by human senses from the outside world, vision accounts for 60%, hearing accounts for 20%, touch accounts for 65%, and taste and smell account for 3% and 2% respectively. In brand marketing, visual information is always taken seriously, while other sensory information is often ignored.

However, some studies show that people only need 0. 146 seconds to respond to sound, which is faster than other sensory stimuli. Some melodies with certain characteristics may even become a single cycle in your mind and cannot be driven away.

Every time you play the iconic brand sound, your memory will be strengthened invisibly. So day after day, let you unconsciously acquire strange skills.

It's not hard to understand why the Divine Comedy is always brainwashed, why Li Jiaqi can use it to fascinate all girls' hearts, and why changing BGM at the door for the whole family will make netizens in Taiwan Province Province cry strangely and unaccustomed.

Store BGM is becoming a kind of

Not all brands have iconic sound signs.

In fact, if there are not enough stores, frequently used scenes or long-term advertising strategy support, the voice logo that grabs the ear again may soon be forgotten.

However, in recent years, there has been a new trend. BGM in stores is injecting soul into the brand and even becoming a brand.

Girls who like pop music and fast-paced dance music can often get a list of songs when they open circles in fast fashion stores such as HM and ZARA. Because most of the songs selected by these brands come from popular music lists such as Billboard, and they are updated frequently.

▲ Image from InStyle

A very specific detail: HM stores are never allowed to play pop songs from three years ago, because it will make their clothes look out of date.

Unlike fast-paced fashion stores, Starbucks prefers classical music, jazz and other music types. Holly Hinton, who is in charge of making the song list, described Starbucks' song selection logic as.

▲ Figure from Unsplash

Muji, which has always been fashionable, has a simpler and more natural store music style. For example, it is soothing pure music sampled from forests, oceans and summer courtyards, or folk music played by musicians all over the world, and even changes the song list according to morning, evening, spring, summer, autumn and winter.

▲ The picture is from Muji.com.

For brands that attach importance to store BGM, music libraries are often created by headquarters and then played by regional stores to ensure the unity of tonality. As for music licensing, style customization, update frequency and other matters, they are generally handled by third-party service providers-Apple Music began to provide similar services for brands in 20 19.

As more and more customers are interested in the store BGM, brands have also settled in streaming media platforms such as Spotify and AppleMusic, so that fans can easily find the official song list and take it away at any time.

Like the music of Apple retail stores? AppleMusic has a regularly updated song list "TodayatApple". Click on it to play it, as if genius were around you.

▲AppleStore official song list

The song lists of Starbucks, HM and other brand stores will also be updated regularly on Spotify, and the platform will even feed back specific broadcast data to the brands.

Muji's song list used to be sold in stores only in the form of physical CDs. In May, 20021year, MUJI distributed 300+ audio sources recorded in 16 countries and regions through the streaming media platform, hoping that people can experience the cultures around the world even at home.

▲MUJIBGM

The sound logo is circled by identification, and the store BGM is circled by atmosphere. Today, when visual attention is being seized crazily, more and more brands try to convey value to consumers through hearing and bring surprises.

In recent years, Uniqlo, which pays attention to the concept, launched the LifewearMusic series planning last year, and found four musicians to combine different scenes such as the classroom after school, the kitchen in spring, the bonfire in the forest, and the creation in the afternoon to make a piece of music for about 30 minutes. It is very suitable as background music for work and study.

YouTube user @Kalmia said in the comment area that it sounds as comfortable as Uniqlo's AIRism series. There is also a netizen @Rosamente said. More information shows that they spread the music over and over again.

In the communication between people, sharing the song list is a very intimate behavior. Now, through the communication between the store BGM and the song list, the brand has become your soul friend, and its carefully planned music has not only entered your ears, but even reached your living room, bedroom and bathroom, becoming a part of your life.

A large number of investigation reports believe that this young consumer no longer needs to flaunt himself through famous brands. Instead, they will seek brands with similar frequencies and practice the lifestyle they believe in together.

▲ Figure from Unsplash

And sound and music are one of the signals that identify the same kind. Imagine that a brand claims sustainable development, but when it plays Tik Tok's hit songs in the store, it's hard not to feel a little disobedient.

Brand marketing expert MartinLindstrom once analyzed in the book Sensory Brands that most top brands in the world can succeed by making good use of our basic senses and creating a new sensory world, so that customers can always remain loyal to the brand by pleasing, touching, tempting and touching people.

Whether it's a one-second recognition of the brand's voice logo or a store BGM with a strong atmosphere, the brand tries to blow it to you.