(Figure 1)
Of course, we have been optimizing and iterating our own presentation content, and we can always do better.
0 1 time of first use
We need to know your first use time, especially the overall progress of the project. If there is enough time, we will set aside extra time in our experience according to the normal schedule for your internal communication and our revision and adjustment. Generally speaking, because there are many execution steps of song creation and many departments and levels that need the company's participation, the actual execution time is also over budget.
If time is tight, we can try a finished song from scratch in six days at the earliest. The implementation of this kind of project not only needs our urgent construction and pace synchronization, but also needs Party A to fully compress the decision-making process and refine the specific modification opinions.
02 song usage scene
Generally, when we receive the production demand of corporate songs and corporate brand songs, the entrusting enterprise actually has a general idea of the songs, what genre, what content to extract from the lyrics and what direction to go. However, according to our experience, there are indeed many situations in which expectations are inconsistent with reality. For example, if we make a folk American song, it will be very suitable for the opening of the annual meeting, and the atmosphere is relatively strong, but it is not suitable for chorus, and it is not suitable for employees to play when building a group.
Therefore, we need to have a concrete and in-depth communication on the main application scenarios and possible application scenarios of your songs, so as to confirm the creative direction of our songs.
03 Songti case
Be sure to provide reference cases! Why? When we use adjectives to describe the genre songs in our minds, we often use passion, youth, emotion, catchy, full of power and so on. But in fact, the same word may have very different meanings.
Just like an enterprise chorus sung by internal employees, we usually have a sense of strength, but after my personal analysis, this sense of strength can be divided into at least four different directions:
1, The Power of Fisting "I Believe" and "Life in Full Bloom";
2. Compare the strength of "true hero" and "love home";
3. Warm power "grateful heart";
4, cheerful power "love"
Think about it, in fact, these four kinds are full of strength and passion, but they are very different from each other.
Therefore, we need to have genre cases. Through the re-communication of cases and the extraction of "elements" from several cases, you can better understand your ideas about the ideal genre and practice it in the actual creative process.
04 lyrics content
The lyrics are limited in length and need to be repeated, so the elements that can be put in are limited. But when we collect information, we need to be as comprehensive and comprehensive as possible. Some materials are very important, such as advertising language, brand name and some ideas, which we hope must be included in the lyrics, and we can also choose some elements as the material library.
The creation of lyrics is our most taboo. We need a main thread to run through the soul of the whole song and make it stand up. And this "main line" is sometimes a slogan, sometimes a brand name, sometimes an industry, sometimes a brand color, and sometimes it may be a word often mentioned by the founder. So the producer of the song needs to collide with the brand.
05 Other creative materials
The material of the fourth part is standardized content, which is more "official" as a joke. At the same time, we will also prompt users to provide more marginal content, so that the optional materials of lyrics become more aura and life. For example, a color, a smiling face and an anecdote.
06 other instructions
This message is the most incomprehensible part of the communication I have encountered, such as "the power of customization"
Let me give you an example. China Ping An has two company songs, one is World Peace by Han Hong and the other is Understanding by Li Jian.
If we take 1 ~ 10 as the scale, the first song will have a stronger sense of customization, about 7 points, and Li Jian's understanding is very weak, and 1 point is similar.
The word "Peace in China" appeared completely in "Peace in the World", which expounded the company mission of China Ping An and corporate vision. Although it still describes the great public welfare cause of "world peace", it describes this vision more from the perspective of enterprises than empty talk.
In terms of understanding, there is no enterprise-related information, and even many people don't know that it was originally a corporate song. The background of this song was created on the 30th anniversary of Ping An Group. That year, there was an anniversary slogan "Thirty, Know You Better", so I wrote the song "Know You". The word "peace" does not appear throughout this song, but the concept of peace and the idea of wishing you peace are described as a sense of picture in the lyrics.
When we decide the score of our company's company song "The Strength of Customization", we simply decide whether to add some relatively "hard" publicity. For example, the slogan, corporate culture concept and mission values run through, and the song can achieve 10. For example, the song of Siebel Company, the most important slogan, is repeated in Chinese and English. This kind of song will be strange to the public, but it will not hinder the formation of influence and * * * in the enterprise.
Then discuss whether to describe some elements, such as region, industry and other sentence paragraphs related to the company.
Generally speaking, we receive the most intention scores between "4~7", and 6 is the most. I hope that the company name will appear completely in the song and present the company values as much as possible. However, when songs are used, they can also meet the demands of some external scenes, and can not cause excessive disgust of listeners.
You can pay attention to the official account of WeChat: Yin Rabbit Culture.
There is a very detailed introduction, I hope to adopt it.