シャドーイング練習: Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass - 動画で英語スピーキングを学ぶ
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90 文
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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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このレッスンの語彙とスピーキングのポイント
このC1レベルのスピーキングレッスンは、動画「Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass」を教材にしています。 繰り返し出てくる語は次のとおりです：Stanley, product, brand, marketing, Cup。 この動画には、シャドーイング用の文が90文、単語が1199語あります。 音声の長さは8:28です。 話す速さは1分あたり約142語で安定しており、シャドーイングしやすいペースです。 単語の83%は英語の頻出3,000語に含まれます。残りは練習の前に確認しておきましょう。
この動画の重要語彙
動画の中で特に難しい単語15語を、発音と意味つきで紹介します。
| 単語 | 発音 | 意味 |
|---|---|---|
| contagion 名詞 | /kənˈteɪd͡ʒən/ | 伝染 |
| competitor 名詞 | /kəmˈpɛt.ɪ.tɚ/ | 競争者 |
| leverage 名詞 | /ˈlɛv.(ə.)ɹɪd͡ʒ/ | レバレッジ, レバ |
| folklore 名詞 | /ˈfoʊk.lɔːɹ/ | 民俗, 伝承 |
| footwear 名詞 | /ˈfʊtwɛə(ɹ)/ | 履物, 履き物 |
| hydrate 名詞 | /haɪˈdɹeɪt/ | 水和物 |
| ignite 動詞 | /ɪɡˈnaɪt/ | 火を点ける |
| megaphone 名詞 | /ˈmɛɡəˌfoʊn/ | メガホン, 伝音器 |
| thermos 名詞 | /ˈθɜː.mɒs/ | 魔法瓶 |
| utilitarian 形容詞 | /juːˌtɪlɪˈtɛəɹi.ən/ | 功利的な |
| affinity 名詞 | /əˈfɪnɪti/ | アフィニティ, 親和性 |
| mythology 名詞 | /mɪˈθɑ.lə.d͡ʒi/ | 神話 |
| helm 名詞 | /hɛlm/ | 舵輪, 舵 |
| derivative 名詞 | /dɪˈɹɪvətɪv/ | 派生 |
| beverage 名詞 | /ˈbɛv(ə)ɹɪd͡ʒ/ | 飲料, ドリンク |
動画に出てくる句動詞
| 単語 | 意味 |
|---|---|
| blow up 動詞 | 爆破する, 爆発する |
この動画の文法
話し手がよく使っている文型を、動画の実際の表現とともに紹介します。
| 文型 | 動画での表現 |
|---|---|
| 現在完了形 have/has + 過去分詞 — 過去の出来事が今も関係している | has been · they've partnered · has always been |
| 関係詞節 who / which + 節 — 人や物について情報を加える | people who self · man who made · woman who was |
| 受動態 be + 過去分詞 — 誰がするかより、何が起きるかに焦点を当てる | are not owned · are stewarded · was arrested |
注意したい発音
話し手はthey'll, gonna, I'veなど、短縮形や弱形を20回使っています。聞こえたとおりの短い形で発音しましょう。
- 「th」の音: thermos /ˈθɜː.mɒs/, mythology /mɪˈθɑ.lə.d͡ʒi/
- 「sh」と「zh」の音: aspirational /ˌæspəˈɹeɪʃənəl/, gravitational /ˌɡɹævɪˈteɪʃənəl/, conception /kənˈsɛpʃən/
- 長い単語（アクセントの位置に注意）: competitor /kəmˈpɛt.ɪ.tɚ/, aspirational /ˌæspəˈɹeɪʃənəl/, defendable [dɪˈfɛndəbəɫ], gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/
日本語話者が苦手な音：
- /r/ と /l/ の区別 — /l/ は舌先を歯茎につけ、/r/ はどこにもつけない: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, cooler /ˈkuː.lə(ɹ)/, aspirational /ˌæspəˈɹeɪʃənəl/, colorway /ˈkʌləɹˌweɪ/, folklore /ˈfoʊk.lɔːɹ/
- /v/ — /b/ にならないように、上の歯を下唇に当てる: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/, savvy /ˈsæv.i/, derivative /dɪˈɹɪvətɪv/
- /f/ — 「フ」ではなく、上の歯と下唇で出す: defendable [dɪˈfɛndəbəɫ], folklore /ˈfoʊk.lɔːɹ/, footwear /ˈfʊtwɛə(ɹ)/, megaphone /ˈmɛɡəˌfoʊn/, affinity /əˈfɪnɪti/
この動画での練習方法
- まず声を出さずに動画を最後まで聞き、知らない単語をメモします。
- 通常の速度で一文ずつシャドーイングし、話し手のリズムに合うまで繰り返します。
- 自分の声を録音して元の音声と比べます。contagion, competitor, leverageなどの単語に特に注意しましょう。
シャドーイングとは？英語上達に効果的な理由
シャドーイング（Shadowing）は、もともとプロの通訳者養成プログラムで開発された言語学習法で、多言語習得者として知られるDr. Alexander Arguelles によって広く普及されました。方法はシンプルですが非常に効果的：ネイティブスピーカーの英語を聞きながら、1〜2秒の遅延で声に出してすぐに繰り返す——まるで「影（shadow）」のように話者を追いかけます。文法ドリルや受動的なリスニングと異なり、シャドーイングは脳と口の筋肉が同時にリアルタイムで英語を処理・再現することを強制します。研究により、発音精度、抑揚、リズム、連音、リスニング力、そして会話の流暢さが大幅に向上することが確認されています。IELTSスピーキング対策や自然な英語コミュニケーションを目指す方に特におすすめです。