Shadowing Practice: Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass - Learn English Speaking with Video
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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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אוצר מילים והערות הגייה לשיעור הזה
שיעור הדיבור הזה ברמה C1 מבוסס על הסרטון “Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass”. המילים שחוזרות הכי הרבה: Stanley, product, brand, marketing, Cup. בסרטון הזה יש 90 משפטים ו-1199 מילים לתרגול Shadowing. הדיבור נמשך 8:28. הדובר שומר על קצב יציב של כ-142 מילים בדקה, קצב נוח לתרגול Shadowing. 83% מהמילים נמצאות בין 3,000 המילים הנפוצות ביותר באנגלית; כדאי ללמוד את השאר לפני שמתחילים.
אוצר מילים מרכזי בסרטון הזה
15 המילים המתקדמות ביותר בסרטון, עם ההגייה והמשמעות שלהן:
| מילה | הגייה | משמעות |
|---|---|---|
| competitor שם עצם | /kəmˈpɛt.ɪ.tɚ/ | מִתְחָרֶה, מתחרה |
| leverage שם עצם | /ˈlɛv.(ə.)ɹɪd͡ʒ/ | הנפה |
| folklore שם עצם | /ˈfoʊk.lɔːɹ/ | פוֹלְקְלוֹר |
| ignite פועל | /ɪɡˈnaɪt/ | הצית, הדליק |
| megaphone שם עצם | /ˈmɛɡəˌfoʊn/ | מֵגָפוֹן \ מגאפון |
| steward שם עצם | /ˈstu.ɚd/ | כַּלְכַּל |
| thermos שם עצם | /ˈθɜː.mɒs/ | תֶּרְמוֹס |
| uncivilized שם תואר | /ʌnˈsɪvəlaɪzd/ | חֲסַר תַּרְבּוּת |
| unquote | סוף ציטוט | |
| utilitarian שם תואר | /juːˌtɪlɪˈtɛəɹi.ən/ | תועלתי |
| helm שם עצם | /hɛlm/ | גַּלְגַל הֶגֶה, הֶגֶה |
| beverage שם עצם | /ˈbɛv(ə)ɹɪd͡ʒ/ | מַשְׁקֶה |
| illustrate פועל | /ˈɪl.əˌstɹeɪt/ | הִמְחִישׁ |
| obstacle שם עצם | /ˈɑbstəkəl/ | מִכְשׁוֹל |
| conception שם עצם | /kənˈsɛpʃən/ | הִתְעַבְּרוּת |
Phrasal verbs שתשמעו
| מילה | משמעות |
|---|---|
| blow up פועל | פוצץ, התפוצץ |
| figure out פועל | הֵבִין, מצא תשובה |
דקדוק בסרטון הזה
המבנים שהדובר משתמש בהם הכי הרבה, עם המילים המדויקות מהסרטון:
| מבנה | בסרטון |
|---|---|
| הווה מושלם (Present perfect) have/has + past participle — פעולה שקרתה בעבר ועדיין יש לה חשיבות או השפעה עכשיו | has been · they've partnered · has always been |
| משפטי זיקה (Relative clauses) who / which + clause — מידע נוסף על אדם או דבר | people who self · man who made · woman who was |
| סביל (Passive voice) be + past participle — הדגש הוא על מה שקורה, לא על מי שעושה את הפעולה | are not owned · are stewarded · was arrested |
הגייה ששווה לשים לב אליה
הדובר משתמש ב-20 קיצורים וצורות מקוצרות, כמו they'll, gonna, I've. אמרו אותם בצורה הקצרה, כפי שאתם שומעים אותם.
- הצלילים של “th”: thermos /ˈθɜː.mɒs/, mythology /mɪˈθɑ.lə.d͡ʒi/
- הצלילים של “sh” ו-“zh”: aspirational /ˌæspəˈɹeɪʃənəl/, gravitational /ˌɡɹævɪˈteɪʃənəl/, conception /kənˈsɛpʃən/
- מילים ארוכות — שימו לב להטעמה: competitor /kəmˈpɛt.ɪ.tɚ/, aspirational /ˌæspəˈɹeɪʃənəl/, defendable [dɪˈfɛndəbəɫ], gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/
צלילים שדוברי עברית מתקשים בהם:
- /w/ — שפתיים מעוגלות, לא /v/: colorway /ˈkʌləɹˌweɪ/, footwear /ˈfʊtwɛə(ɹ)/, rework /ˈɹiːwɜː(ɹ)k/, warp /ˈwɔːp/
- /æ/ — פתוח יותר מה-“אֶ” העברית, לא כמו “a” ב-“cup”: aspirational /ˌæspəˈɹeɪʃənəl/, catalyze /ˈkætəˌlaɪz/, gravitational /ˌɡɹævɪˈteɪʃənəl/, savvy /ˈsæv.i/, masculine /ˈmæskjələn/
- /r/ — הלשון לא נוגעת בשום מקום, לא ה-“ר” הגרונית: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, cooler /ˈkuː.lə(ɹ)/, aspirational /ˌæspəˈɹeɪʃənəl/, colorway /ˈkʌləɹˌweɪ/, diehard /ˈdaɪ.hɑɹd/
איך לתרגל עם הסרטון הזה
- הקשיבו לכל הסרטון פעם אחת בלי לדבר, ורשמו את המילים שאתם לא מכירים.
- תרגלו Shadowing משפט אחר משפט במהירות רגילה, וחזרו על כל משפט עד שהקצב שלכם תואם את הדובר.
- הקליטו את עצמכם והשוו למקור, תוך תשומת לב למילים כמו competitor, leverage, folklore.
מהי טכניקת השאדואינג?
שאדואינג היא טכניקת למידת שפה מבוססת מדע שפותחה במקור להכשרת מתורגמנים מקצועיים ופופולרית על ידי הפוליגלוט ד"ר אלכסנדר ארגואלס. השיטה פשוטה אך עוצמתית: אתה מקשיב לאודיו באנגלית ילידית וחוזר עליו בקול רם מיד — כמו צל העוקב אחרי הדובר עם עיכוב של 1–2 שניות בלבד. בניגוד להאזנה פסיבית או תרגילי דקדוק, שאדואינג מכריח את המוח והשרירים בפה לעבד ולשחזר דפוסי דיבור אמיתיים בו זמנית. מחקרים מראים שזה משפר משמעותית את דיוק ההגייה, האינטונציה, הקצב, הדיבור המחובר, הבנת השמיעה ושטף הדיבור — מה שהופך אותו לאחת השיטות היעילות ביותר להכנה לIELTS Speaking ולתקשורת באנגלית בעולם האמיתי.