跟读练习: Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass - 通过视频学习英语口语
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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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本课的词汇与口语要点
这节 C1 级别的口语课以视频“Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass”为素材。 视频中反复出现的词有：Stanley, product, brand, marketing, Cup。 这段视频共有 90 个句子、1199 个单词可供跟读。 讲话部分时长为 8:28。 说话人语速平稳，每分钟约 142 个词，很适合跟读。 83% 的单词属于英语最常用的 3,000 词，其余的词建议在练习前先学一下。
视频中的重点词汇
视频中最难的 15 个单词，附发音和释义：
| 单词 | 发音 | 释义 |
|---|---|---|
| contagion 名词 | /kənˈteɪd͡ʒən/ | 傳染 /传染 |
| competitor 名词 | /kəmˈpɛt.ɪ.tɚ/ | 競爭者 /竞争者, 比賽者 /比赛者 |
| leverage 名词 | /ˈlɛv.(ə.)ɹɪd͡ʒ/ | 槓桿 /杠杆 |
| catalyze 动词 | /ˈkætəˌlaɪz/ | 催化 |
| folklore 名词 | /ˈfoʊk.lɔːɹ/ | 民俗 |
| footwear 名词 | /ˈfʊtwɛə(ɹ)/ | 鞋類 /鞋类, 鞋子 |
| hydrate 名词 | /haɪˈdɹeɪt/ | 水合物 |
| ignite 动词 | /ɪɡˈnaɪt/ | 點火 /点火, 點燃 /点燃 |
| mayhem 名词 | /ˈmeɪˌ(h)ɛm/ | 混乱 |
| megaphone 名词 | /ˈmɛɡəˌfoʊn/ | 擴音器 /扩音器, 喊話器 /喊话器 |
| redefine 动词 | 重新定義 /重新定义 | |
| scarcity 名词 | /ˈskɛɹsɪti/ | 缺少 |
| showerhead 名词 | 淋浴噴頭 /淋浴喷头 | |
| thermos 名词 | /ˈθɜː.mɒs/ | 熱水瓶 /热水瓶, 暖瓶 |
| utilitarian 形容词 | /juːˌtɪlɪˈtɛəɹi.ən/ | 功利主義 /功利主义 |
视频中出现的短语动词
| 单词 | 释义 |
|---|---|
| blow up 动词 | 炸掉, 爆破 |
| figure out 动词 | 弄清楚 |
视频中的语法
说话人最常用的结构，并附上视频中的原话：
| 结构 | 视频中的用法 |
|---|---|
| 现在完成时 have/has + 过去分词 — 过去发生但与现在仍有关联的事 | has been · they've partnered · has always been |
| 被动语态 be + 过去分词 — 强调发生了什么，而不是谁做的 | is mainly credited · are not owned · are stewarded |
| 定语从句 who / which + 从句 — 补充说明人或事物 | people who self · man who made · woman who was |
需要注意的发音
说话人用了 20 次缩略和弱读形式，例如 they'll, gonna, I've。请按听到的简短形式来说。
- “th” 音: thermos /ˈθɜː.mɒs/, mythology /mɪˈθɑ.lə.d͡ʒi/
- “sh” 和 “zh” 音: aspirational /ˌæspəˈɹeɪʃənəl/, gravitational /ˌɡɹævɪˈteɪʃənəl/, conception /kənˈsɛpʃən/
- 长单词——注意重音位置: competitor /kəmˈpɛt.ɪ.tɚ/, aspirational /ˌæspəˈɹeɪʃənəl/, defendable [dɪˈfɛndəbəɫ], gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/
中文母语者容易读错的音：
- /v/ — 不要读成 /w/，上齿轻触下唇: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, gravitational /ˌɡɹævɪˈteɪʃənəl/, uncivilized /ʌnˈsɪvəlaɪzd/, savvy /ˈsæv.i/, derivative /dɪˈɹɪvətɪv/
- 词尾辅音 — 要读清楚，后面不要加元音: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, catalyze /ˈkætəˌlaɪz/, containment /kənˈteɪnmənt/, diehard /ˈdaɪ.hɑɹd/, hydrate /haɪˈdɹeɪt/
- /r/ 和 /l/ 的区别: leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/, cooler /ˈkuː.lə(ɹ)/, aspirational /ˌæspəˈɹeɪʃənəl/, colorway /ˈkʌləɹˌweɪ/, folklore /ˈfoʊk.lɔːɹ/
如何用这段视频练习
- 先完整听一遍视频，不要开口，记下不认识的单词。
- 用正常速度逐句跟读，每句重复到你的节奏与说话人一致为止。
- 录下自己的声音并与原声对比，特别注意 contagion, competitor, leverage 这类单词。
什么是跟读法？
跟读法 (Shadowing) 是一种有科学依据的语言学习技巧，最初开发用于专业口译员的培训，并由多语言者Alexander Arguelles博士普及。这个方法简单而强大：您在听英语母语原声的同时立即大声重复——就像是一个延迟1-2秒紧跟说话者的影子。与被动听力或语法练习不同，跟读法强迫您的大脑和口腔肌肉同时处理并模仿真实的讲话模式。研究表明它能显着提高发音准确性，语调，节奏，连读，听力理解和口语流利度——使其成为雅思口语备考和真实英语交流最有效的方法之一。