SPEP R&D

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Why Companies Are “Debranding”

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Vocabulary & Expressions

discard: 버리다
…some of the world’s biggest companies have discarded depth and detail to debrand.

shrink: 축소시키다
Now the trick is to shrink an entire identity into a tiny digital box. 

stake: (성공을 위해) 투자한 돈
be obliged to: 하는 수 없이 ~하다 
…these companies grew and the stakes rose, so their logos were obliged to mature.

span: 포괄하다
…vital to brands that span genres, showcase variety, or offer 31 flavors. 

pendulum: (여론 등의) 변화
…when the pendulum will swing and the trend revert to detail, complexity, and personality?

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The Strongest Predictor for Success

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Vocabulary & Expressions

cadet: (경찰·군대의) 간부 후보생
drop out: 중퇴하다
We tried to predict which cadets would stay in military training and which would drop out.

predictor: 예측 변수
…one characteristic emerged as a significant predictor of success.

perseverance: 인내, 끈기
Grit is passion and perseverance for very long-term goals.

day in, day out: 날이면 날마다, 끊임없이
Grit is sticking with your future day in, day out…

growth mindset: 성장형 사고방식(노력한 만큼 성장과 발전이 가능하다고 믿는 사고방식)
So far, the best idea I’ve heard about building grit in kids is something called “growth mindset.”

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Why Is BTS So Popular?

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Vocabulary & Expressions

compilation video: 편집된 모음영상
I was watching a compilation video.

end up: 결국 ~하게 되다
I ended up listening to the music.

get hooked: ~에 푹 빠지다
I got hooked.

groupie: 가수를 따라다니는 소녀 팬
They see me as being a groupie for many years.

embody: 상징하다, 구현하다
It’s really about embodying their message like positive mental health. 

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What NFTs Mean for Brand Loyalty

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Vocabulary & Expressions

collectible: 수집품
rack up: 달성하다
The digital collectibles racked up over $17 billion in sales in 2021…

a passing fad: 일시적 유행
Whether NFTs are a passing fad or the future of collectibles is all yet to be seen.

seamlessly: 매끄럽게
There are tools in place to help you seamlessly integrate these digital collectibles…

accrue: 모으다, 축적하다
…get first access to new and exclusive items in your shop, unique codes that accrue points…

freebie: 공짜로 주는 것
This NFT freebie was a huge incentive for customers…

get (one’s) foot in the door: 기회를 얻다, 첫 걸음을 내딛다
…partnerships with crypto artists are a great way to get your foot in the door. 

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Phil Mickelson Becomes the Oldest Major Winner With US PGA Championship Success

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Vocabulary & Expressions

shut my mind: ~에 신경을 끄다
quiet things down: (기분 등을) 진정시키다
I’ve tried to shut my mind to a lot of stuff that was going on around like I wasn’t watching TV,…..,I was trying to quiet things down because I’ll get my thoughts racing.

execute:  실행하다
…but I wasn’t executing the way I believed I could.

breakthrough: 약진, 발전, 돌파구
So, it’s very exciting because I’ve had a few breakthroughs on being able to stay more present.

cherish: 소중히 여기다, 간직하다
fulfillment:성취 
I’ll cherish for my entire life and I don’t know how to describe the feeling of excitement and fulfillment.

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New Magic Word for Branding Is Collaborations

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Vocabulary & Expressions

feeding frenzy: 떼 지어 몰려듦
tactical: 전략적인
But now we see a feeding frenzy of tactical virality based on one magic symbol.

comingle: 혼합하다
The most obvious answer is the magic that happens when brands comingle fans.

taste bud: 입맛
monkey with (something): ~을 가지고 놀다
There are taste bud collaborations that monkey with our senses, like Coffee-Mate and Snickers…

lucrative: 수익성이 좋은
…of all the characters on the keyboard, this cross may be branding’s most lucrative.

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“Squid Game” Set To Become Netflix’s Most-Streamed Series Ever

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Vocabulary & Expressions

hyper- : 과도한, 지나친 
The Korean language drama is so hyper-violent though…

dazzling: 휘황찬란한, 현혹적인 
The Korean drama series with its dazzling vivid visuals accompanied by moments of stunning violence….

-esque: ~풍[식]의, ~의 형식이나 방법으로 
I would describe Squid Game as a little Hunger Games-esque…

down on one’s luck: 운이 안 좋은, 불운의 
Squid Game is about a group of down on their luck contestants

allegorical social commentary: 풍자적인 사회 논평
spine tingling: 등골이 오싹오싹한 
Allegorical social commentary or simply gruesome spine tingling horror….

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How Tiger Woods’ Secret Weapon Was Made

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Vocabulary & Expressions

take a sneak peek: 먼저 보다
Fast Company took a sneak peek…to find out why these golf clubs are Tiger Woods-approved.

measurably: 확연하게
prior: 이전의
…they will not put a product in their bag unless it’s measurably better than the prior generation product…

from scratch: 맨 처음부터
…build their own technology from scratch, without having the option to turn to other industries or products.

abrasion: 마모, 마열
One thing it doesn’t do well is resist abrasion.

dial in: 조정하다
And it also allows us to dial in whatever kind of swing we want…

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Sweet Pleasures of Coca-Cola’s Storytelling

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Vocabulary & Expressions

embrace: 받아들이다
If you’re not embracing the idea that there’s this exchange right now…

be willing to: ~할 의향이 있다
…it’s on us as brand storytellers to create content that you are willing to watch.

relevant: 관련 있는, 와닿는
We’re evolving our storytelling to be more relevant, to be more engaging…

one-way dialogue: 일방적인 대화
two-way dialogue: 상호간의 대화
So it’s no longer just a one-way dialogue, it really is a true two-way dialogue.

orchestrate: 편곡하다
…all orchestrated with the sounds of the movie theater.

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Explainer: What is ‘Greenwashing’?

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Vocabulary & Expressions

greenwashing: 그린워싱(실제로는 친환경적이지 않지만 마치 친환경적인 것처럼 홍보하는 ‘위장환경주의’)
Companies that are out there greenwashing.

environmental claims:친환경적임을 주장하는 것  
The number of environmental claims made by various companies and organizations is rising…

hit a target: 목표를 달성하다
…companies are under more and more pressure to hit their environmental, social, and governance ESG targets.

COP (Conference of the Parties): 유엔기후변화협약 당사국총회 
…it’s likely to be a hot topic at the upcoming COP26 summit.

drown: 푹 빠지게 하다, 완전히 믿게 하다 
They have been drowning us in promises and not delivering.

profile (one’s) green credential: 
~의 친환경 인증을 알리다
…they felt justified in profiling their green credentials.

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