쉐도잉 연습: Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass - 영상으로 영어 말하기 배우기
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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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이 레슨의 어휘와 말하기 포인트
이 C1 수준 말하기 레슨은 영상 “Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass”을(를) 바탕으로 합니다. 가장 자주 반복되는 단어는 다음과 같습니다: Stanley, product, brand, marketing, Cup. 이 영상에는 섀도잉할 문장 90개와 단어 1199개가 있습니다. 말하는 구간의 길이는 8:28입니다. 화자는 분당 약 142단어의 일정한 속도로 말해서 섀도잉하기에 편한 속도입니다. 단어의 83%가 영어에서 가장 많이 쓰이는 3,000단어에 속합니다. 나머지는 연습 전에 미리 확인해 두세요.
이 영상의 핵심 어휘
영상에서 가장 어려운 단어 15개를 발음, 뜻과 함께 정리했습니다.
| 단어 | 발음 | 뜻 |
|---|---|---|
| contagion 명사 | /kənˈteɪd͡ʒən/ | 전염 |
| competitor 명사 | /kəmˈpɛt.ɪ.tɚ/ | 경쟁자 |
| cooler 명사 | /ˈkuː.lə(ɹ)/ | 아이스박스 |
| folklore 명사 | /ˈfoʊk.lɔːɹ/ | 민속, 민화 |
| hydrate 명사 | /haɪˈdɹeɪt/ | 수화물, 함수화합물 |
| ignite 동사 | /ɪɡˈnaɪt/ | 불을 지르다, 점화(點火)하다 |
| megaphone 명사 | /ˈmɛɡəˌfoʊn/ | 메가폰, 전음기 |
| thermos 명사 | /ˈθɜː.mɒs/ | 보온병 |
| utilitarian 형용사 | /juːˌtɪlɪˈtɛəɹi.ən/ | 공리주의적인 |
| mythology 명사 | /mɪˈθɑ.lə.d͡ʒi/ | 신화 |
| helm 명사 | /hɛlm/ | 키, 타 |
| beverage 명사 | /ˈbɛv(ə)ɹɪd͡ʒ/ | 음료, 음료수 |
| masculine 형용사 | /ˈmæskjələn/ | 남자다운 |
| obstacle 명사 | /ˈɑbstəkəl/ | 장애, 장애물 |
| resemble 동사 | /ɹɪˈzɛmbəl/ | 비슷하다, 닮다 |
영상에 나오는 구동사
| 단어 | 뜻 |
|---|---|
| blow up 동사 | 폭파하다 |
이 영상의 문법
화자가 가장 많이 쓰는 문형을 영상 속 실제 표현과 함께 정리했습니다.
| 문형 | 영상 속 표현 |
|---|---|
| 현재완료 have/has + 과거분사 — 과거의 일이 지금도 관련이 있을 때 | has been · they've partnered · has always been |
| 수동태 be + 과거분사 — 누가 하는지보다 무슨 일이 일어나는지에 초점 | is mainly credited · are not owned · are stewarded |
| 관계절 who / which + 절 — 사람이나 사물에 대한 추가 정보 | people who self · man who made · woman who was |
주의할 발음
화자는 they'll, gonna, I've 같은 축약형과 약화된 형태를 20번 사용합니다. 들리는 대로 짧게 발음하세요.
- “th” 소리: thermos /ˈθɜː.mɒs/, mythology /mɪˈθɑ.lə.d͡ʒi/
- “sh”와 “zh” 소리: aspirational /ˌæspəˈɹeɪʃənəl/, gravitational /ˌɡɹævɪˈteɪʃənəl/, conception /kənˈsɛpʃən/
- 긴 단어 — 강세 위치에 주의: competitor /kəmˈpɛt.ɪ.tɚ/, aspirational /ˌæspəˈɹeɪʃənəl/, defendable [dɪˈfɛndəbəɫ], gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/
한국어 화자가 어려워하는 소리:
- /f/ — ㅍ(/p/)으로 바꾸지 말고 윗니를 아랫입술에 대기: defendable [dɪˈfɛndəbəɫ], folklore /ˈfoʊk.lɔːɹ/, footwear /ˈfʊtwɛə(ɹ)/, megaphone /ˈmɛɡəˌfoʊn/, affinity /əˈfɪnɪti/
- /v/ — ㅂ(/b/)과 구별하기: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/, savvy /ˈsæv.i/, derivative /dɪˈɹɪvətɪv/
- /z/ — ㅈ이 아니라 성대를 울리는 /s/: catalyze /ˈkætəˌlaɪz/, uncivilized /ʌnˈsɪvəlaɪzd/, resemble /ɹɪˈzɛmbəl/
이 영상으로 연습하는 방법
- 먼저 말하지 않고 영상을 끝까지 듣고 모르는 단어를 적어 둡니다.
- 보통 속도로 한 문장씩 섀도잉하고, 화자의 리듬과 맞을 때까지 반복합니다.
- 자신의 목소리를 녹음해 원본과 비교하고, contagion, competitor, cooler 같은 단어에 특히 주의합니다.
쉐도잉이란? 영어 실력을 빠르게 키우는 과학적 방법
쉐도잉(Shadowing)은 원래 전문 통역사 훈련을 위해 개발된 언어 학습 기법으로, 다언어 학자인 Dr. Alexander Arguelles에 의해 대중화된 방법입니다. 핵심 원리는 간단하지만 매우 강력합니다: 원어민의 영어를 들으면서 1~2초의 짧은 지연으로 즉시 소리 내어 따라 말하는 것——마치 '그림자(shadow)'처럼 화자를 따라가는 것입니다. 문법 공부나 수동적인 청취와 달리, 쉐도잉은 뇌와 입 근육이 동시에 실시간으로 영어를 처리하고 재현하도록 훈련합니다. 연구에 따르면 이 방법은 발음 정확도, 억양, 리듬, 연음, 청취력, 말하기 유창성을 크게 향상시킵니다. IELTS 스피킹 준비와 자연스러운 영어 소통을 원하는 분들에게 특히 효과적입니다.