Pratique du Shadowing: Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass - Apprendre l'anglais à l'oral avec la vidéo
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90 phrases
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- Imagine going back to 1994 and asking people what a hot product would look like in 2024.
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Chances are, it wouldn't resemble a Stanley Cup.
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Yet, here we are.
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The reusable water bottles are one of the most sought after forms of beverage containment.
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Largely thanks to TikTok, Stanley's revenue jumped from $74 million in 2019 to $750 million in 2023.
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But look behind the massive sales, And there's a deeper case study in effective product marketing and leveraging cultural momentum.
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I think with the Stanley Cup, brand, you're not really buying into Stanley.
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You're buying into the community of all the other girls who have one in their hand.
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And it's very similar, in my opinion,
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to Jolie, the showerhead company that's gotten pretty popular through customers who post about it.
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And, you know, on one hand, it's it's something to brag about, right?
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You have this amazing piece of hardware in your home.
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It's that with the Stanley Cups as well, but it's also, it's this sense of community.
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Like everybody's got their Stanley Cup.
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you know, everybody's staying hydrated.
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It's something that signals you know, only good things.
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Stanley Cup's marketing has been successful in the diversity by which it's gone to market.
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So, Stanley Cup is a 110 -year -old company, right?
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And the products aren't terribly novel since its conception 110 years ago.
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The only new product it's had, as far as a new actual product, was in 2016, 2017, the Quencher Tumblr.
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They have different colorways since, but the product has been, by and large, very much the same.
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to not only do the traditional marketing means, but also leverage other vehicles by which the message is not only reaching new people,
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but done in new contexts.
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This diversity of content, of communication derivative works provides new opportunities to bring new people into the brand,
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into the idea.
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So they've partnered with content creators throughout TikTok that have taken the brand,
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taking its products and reworked it through their own cultural frames for people who self -identify
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or subscribe to a similar culture as that creator.
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The success of Stanley's marketing is mainly credited to its company's president, Terrence Riley,
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This is the same man who made Crocs cool during his five -year stint as the footwear company's chief marketing officer.
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After Riley saw the now famous TikTok of a woman's Stanley Cup surviving a car fire and still containing ice,
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He said it showed the product is "built for life" and offered the woman free Stanleys and a new car.
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When I saw that He was...
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At the helm of all this, you go, "Oh, of course." Because it is a very similar playbook, not in its executions, but in its ethos,
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in that brands are not owned by the company.
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They are stewarded by the company, but they are co -created.
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Their meanings are co -created by the people.
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To be a part of the mythology and the folklore, they'll do things that you could never do.
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They'll take you in places that you can never be.
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They'll provide a level of media creates that you can never buy.
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Because people trust people more than any form of marketing communications.
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Stanley, the tough, all -steel thermos bottle that's completely defendable.
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Stanley has always been kind of a blue -collar, utilitarian, masculine product, right?
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It had a utility and not unlike what Yeti has done with coolers
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and probably their own tumblers and a portfolio of things.
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They've really found a way to expand appeal, to invite new users in, to capture a higher margin by redefining the brand for a new generation and new audiences.
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But it's all rooted in the product quality.
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We see the absolute power of scarcity, the absolute appeal of limited additions.
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see his desire and demand on full display, right?
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Social commerce hasn't just kind of catalyzed this, it's created community around it, which is yet another thing we see here,
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which is the power of community and ultimately identity." Naturally, Stanley's warp speed rise in popularity has not been obstacle free.
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There were the uncivilized situations at Target the woman who was arrested for allegedly stealing $2 ,500 worth of cups,
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and customer concerns over potential lead content.
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The company responded to the concerns, saying it does use lead -containing sealing material during the manufacturing process,
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but that the lead -containing parts are covered with stainless steel, making the cups safe.
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That prompted competitors like Hydro Flask
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and Owalla to take shots at Stanley in social media posts and promote the safety of their own products.
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But none of this appears to be slowing Stanley down.
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and who's buying and why they're buying than probably most of the players in their category that sell through retail.
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If you look at Stanley as a company, it's not a company that was venture -backed and forced to grow over a couple years after launch.
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It's a brand that took its time to grow and mature and build brand affinity.
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And I think that's a great lesson because a lot of people who start a brand today, they want it to blow up tomorrow.
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And they want, you know, millions of fans who are diehard fans of their brand to be, you know, really excited about what they're doing.
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But that takes a lot of time and consistency and continuity over the years.
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The other one, I think, is figuring out how you turn your brand or your marketing engine into, you know, instead of a megaphone,
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more sort of a pure marketing engine. in the category.
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And again, I've never seen an ad for Hydroflask.
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You know, I've only seen content for Yeti, particularly around the coolers online, but never seen an ad for it.
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But it's the cultural contagion of Stanley that has created such a gravitational pull.
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And I haven't seen the other
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there's probably a lot of folks looking at this case study their competitors saying how do we
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if not do our version of this but how do we in a more savvy way of looking at it
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How do we ignite our own version of cultural contagion in ways
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that are very unique to us and the people who know us and love us?
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There's no question this isn't just net positive, it's net incredibly positive, right?
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And you know, mayhem at Target, which is what we saw when they released a limited edition color, right?
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You know, first of all, people are gonna people and that's not Stanley's fault.
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That's not Target's fault, right?
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You know, idiots are gonna be idiots.
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It illustrates desire, it puts it on full display.
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We are all desperate, right?
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To connect, to belong, to express who we are, to have a means of identification that is culturally relevant.
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And that's just, that's just humans being humans.
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Like we were the same way when we were in the Capes.
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The architecture of our brains is unchanged.
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And I don't think it's that bad to have what is a relatively affordable, quote unquote, luxury and accessible aspirational vehicle.
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You know, if it makes you happy, do it.
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as long as it doesn't hurt anyone else.
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Thank you.
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Thank you.
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Vocabulaire et conseils d’expression pour cette leçon
Cette leçon d’expression orale de niveau C1 s’appuie sur la vidéo « Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass ». Les mots qui reviennent le plus souvent : Stanley, product, brand, marketing, Cup. Cette vidéo contient 90 phrases et 1199 mots à répéter en shadowing. La partie parlée dure 8:28. Le locuteur parle à un rythme régulier d’environ 142 mots par minute, confortable pour le shadowing. 83 % des mots font partie des 3 000 mots les plus courants en anglais ; le reste mérite d’être vu avant de commencer.
Vocabulaire clé de cette vidéo
Les 15 mots les plus avancés de la vidéo, avec leur prononciation et leur sens :
| Mot | Prononciation | Sens |
|---|---|---|
| contagion nom | /kənˈteɪd͡ʒən/ | contagion |
| competitor nom | /kəmˈpɛt.ɪ.tɚ/ | compétiteur, compétitrice |
| leverage nom | /ˈlɛv.(ə.)ɹɪd͡ʒ/ | effet de levier |
| cooler nom | /ˈkuː.lə(ɹ)/ | glacière |
| catalyze verbe | /ˈkætəˌlaɪz/ | catalyser |
| containment nom | /kənˈteɪnmənt/ | confinement |
| defendable adjectif | [dɪˈfɛndəbəɫ] | défendable |
| diehard adjectif | /ˈdaɪ.hɑɹd/ | inflexible, inébranlable |
| folklore nom | /ˈfoʊk.lɔːɹ/ | folklore |
| footwear nom | /ˈfʊtwɛə(ɹ)/ | souliers, chaussures |
| gravitational adjectif | /ˌɡɹævɪˈteɪʃənəl/ | gravitationnel |
| hydrate nom | /haɪˈdɹeɪt/ | hydrate |
| ignite verbe | /ɪɡˈnaɪt/ | mettre le feu, allumer |
| mayhem nom | /ˈmeɪˌ(h)ɛm/ | chaos, désordre |
| megaphone nom | /ˈmɛɡəˌfoʊn/ | porte-voix, portevoix |
Les verbes à particule que vous entendrez
| Mot | Sens |
|---|---|
| blow up verbe | faire sauter |
| figure out verbe | cerner |
La grammaire de cette vidéo
Les structures que le locuteur utilise le plus, avec les mots exacts de la vidéo :
| Structure | Dans la vidéo |
|---|---|
| Present perfect have/has + participe passé — une action passée qui compte encore maintenant | has been · they've partnered · has always been |
| Voix passive be + participe passé — l’accent est mis sur ce qui arrive, pas sur qui le fait | is mainly credited · are not owned · are stewarded |
| Propositions relatives who / which + proposition — une précision sur une personne ou une chose | people who self · man who made · woman who was |
Prononciation à surveiller
Le locuteur utilise 20 contractions et formes réduites, comme they'll, gonna, I've. Prononcez-les sous leur forme courte, telles que vous les entendez.
- Les sons « th »: thermos /ˈθɜː.mɒs/, mythology /mɪˈθɑ.lə.d͡ʒi/
- Les sons « sh » et « zh »: aspirational /ˌæspəˈɹeɪʃənəl/, gravitational /ˌɡɹævɪˈteɪʃənəl/, conception /kənˈsɛpʃən/
- Mots longs — placez bien l’accent: competitor /kəmˈpɛt.ɪ.tɚ/, aspirational /ˌæspəˈɹeɪʃənəl/, defendable [dɪˈfɛndəbəɫ], gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/
Les sons difficiles pour les francophones :
- /h/ — il se souffle, il n’est pas muet: diehard /ˈdaɪ.hɑɹd/, hydrate /haɪˈdɹeɪt/, mayhem /ˈmeɪˌ(h)ɛm/, helm /hɛlm/
- /tʃ/ et /dʒ/ — à ne pas adoucir en « ch » et « j »: contagion /kənˈteɪd͡ʒən/, leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, mythology /mɪˈθɑ.lə.d͡ʒi/, beverage /ˈbɛv(ə)ɹɪd͡ʒ/, unchanged /ʌnˈt͡ʃeɪnd͡ʒd/
- /r/ anglais — langue recourbée, sans frotter la gorge: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, cooler /ˈkuː.lə(ɹ)/, aspirational /ˌæspəˈɹeɪʃənəl/, colorway /ˈkʌləɹˌweɪ/, diehard /ˈdaɪ.hɑɹd/
Comment s’entraîner avec cette vidéo
- Écoutez la vidéo en entier une fois sans parler et notez les mots que vous ne connaissez pas.
- Répétez phrase par phrase à vitesse normale, en reprenant chacune jusqu’à ce que votre rythme corresponde à celui du locuteur.
- Enregistrez-vous et comparez avec l’original, en faisant attention à des mots comme contagion, competitor, leverage.
Qu'est-ce que la technique du Shadowing ?
Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.