Практика Shadowing: Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass - Изучайте разговорный английский по видео
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90 предложений
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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.
18
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.
63
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.
90
Thank you.
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Лексика и советы по произношению к этому уроку
Этот урок разговорной практики уровня C1 построен на видео «Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass». Чаще всего повторяются слова: Stanley, product, brand, marketing, Cup. В этом видео 90 предложений и 1199 слов для шедоуинга. Речь длится 8:28. Говорящий держит ровный темп — около 142 слов в минуту, удобный для шедоуинга. 83% слов входят в 3000 самых частых слов английского языка; остальные стоит разобрать перед занятием.
Ключевая лексика этого видео
Самые сложные слова из видео (15), с произношением и значением:
| Слово | Произношение | Значение |
|---|---|---|
| contagion существительное | /kənˈteɪd͡ʒən/ | инфе́кция, зара́зная боле́знь |
| competitor существительное | /kəmˈpɛt.ɪ.tɚ/ | конкуре́нт, конкуре́нтка |
| leverage существительное | /ˈlɛv.(ə.)ɹɪd͡ʒ/ | рыча́г |
| cooler существительное | /ˈkuː.lə(ɹ)/ | охлади́тель |
| catalyze глагол | /ˈkætəˌlaɪz/ | катализи́ровать |
| folklore существительное | /ˈfoʊk.lɔːɹ/ | фолькло́р |
| footwear существительное | /ˈfʊtwɛə(ɹ)/ | о́бувь |
| gravitational прилагательное | /ˌɡɹævɪˈteɪʃənəl/ | гравитацио́нный |
| hydrate существительное | /haɪˈdɹeɪt/ | гидра́т |
| ignite глагол | /ɪɡˈnaɪt/ | зажига́ть, заже́чь |
| mayhem существительное | /ˈmeɪˌ(h)ɛm/ | изуве́чение, искале́чение |
| megaphone существительное | /ˈmɛɡəˌfoʊn/ | мегафо́н, ру́пор |
| redefine глагол | переопределя́ть, переопредели́ть | |
| reusable прилагательное | многоразовый | |
| scarcity существительное | /ˈskɛɹsɪti/ | нехва́тка, ску́дость |
Фразовые глаголы, которые вы услышите
| Слово | Значение |
|---|---|
| blow up глагол | взрыва́ть, взорва́ть |
| figure out глагол | разбира́ться, разобра́ться |
Грамматика в этом видео
Конструкции, которые говорящий использует чаще всего, с точными словами из видео:
| Конструкция | В видео |
|---|---|
| Present Perfect have/has + причастие прошедшего времени — прошлое действие, важное сейчас | has been · they've partnered · has always been |
| Придаточные определительные who / which + предложение — уточнение о человеке или предмете | people who self · man who made · woman who was |
| Пассивный залог be + причастие прошедшего времени — важно, что происходит, а не кто это делает | are not owned · are stewarded · was arrested |
Произношение, на которое стоит обратить внимание
Говорящий использует 20 сокращённых и редуцированных форм, например they'll, gonna, I've. Произносите их коротко, так, как слышите.
- Звуки «th»: thermos /ˈθɜː.mɒs/, mythology /mɪˈθɑ.lə.d͡ʒi/
- Звуки «sh» и «zh»: aspirational /ˌæspəˈɹeɪʃənəl/, gravitational /ˌɡɹævɪˈteɪʃənəl/, conception /kənˈsɛpʃən/
- Длинные слова — следите за ударением: competitor /kəmˈpɛt.ɪ.tɚ/, aspirational /ˌæspəˈɹeɪʃənəl/, defendable [dɪˈfɛndəbəɫ], gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/
Звуки, трудные для русскоязычных:
- /w/ — губы округлены, это не /v/: colorway /ˈkʌləɹˌweɪ/, footwear /ˈfʊtwɛə(ɹ)/, rework /ˈɹiːwɜː(ɹ)k/, warp /ˈwɔːp/
- /h/ — лёгкий выдох, а не русское «х»: diehard /ˈdaɪ.hɑɹd/, hydrate /haɪˈdɹeɪt/, mayhem /ˈmeɪˌ(h)ɛm/, helm /hɛlm/
- Звонкие согласные в конце слова — не оглушайте их: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, catalyze /ˈkætəˌlaɪz/, diehard /ˈdaɪ.hɑɹd/, steward /ˈstu.ɚd/, uncivilized /ʌnˈsɪvəlaɪzd/
Как заниматься с этим видео
- Прослушайте всё видео один раз молча и выпишите незнакомые слова.
- Повторяйте предложение за предложением на обычной скорости, пока ваш ритм не совпадёт с ритмом говорящего.
- Запишите себя и сравните с оригиналом, обращая внимание на такие слова, как contagion, competitor, leverage.
Что такое техника Shadowing?
Shadowing — это научно обоснованная техника изучения языка, изначально разработанная для подготовки профессиональных переводчиков и популяризированная полиглотом доктором Александром Аргуэльесом. Метод прост, но эффективен: вы слушаете аудио на английском от носителей языка и немедленно повторяете вслух — как тень, следующая за говорящим с задержкой в 1–2 секунды. В отличие от пассивного прослушивания или грамматических упражнений, Shadowing заставляет мозг и мышцы рта одновременно обрабатывать и воспроизводить реальные речевые паттерны. Исследования показывают, что это значительно улучшает точность произношения, интонацию, ритм, связную речь, понимание на слух и беглость речи — что делает его одним из самых эффективных методов для подготовки к IELTS Speaking и реального общения на английском.