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And so, you started out with these influencers, who liked you to begin with, much in the same way Post Malone liked Crocs.
你从这些网红着手，这些网红一开始就喜欢你的产品，就像波兹·马龙喜欢Crocs的洞洞鞋一样。
Did you then reach out to other influencers on TikTok or Instagram, or was that more your fan base generating marketing content on your behalf?
你们有没有在TikTok或Instagram上联系其他网红，还是粉丝群体代表你们在更多地生产营销内容?
It’s become the latter, the fan base has taken over.
演变成了后者，粉丝群体已经接替了网红。
I saw an interview with Jack White a couple of months ago, who is famous for many things, but Seven Nation Army is the song that is ubiquitous in sporting events around the world.
几个月前我看到了杰克·怀特的采访，杰克因诸多事情而出名，不过，他的《七国联军》是世界各地体育赛事中无处不在的歌曲。
And he mentioned that the song no longer belongs to him. And a similar thing has happened with Stanley.
他还提到这首歌不再属于他。类似的事情也发生在Stanley上。
Every hour, videos are on TikTok of excited consumers hunting, hauling, or unboxing their Stanley.
每小时，TikTok上都有兴奋的消费者搜索Stanley、对其进行托运或拆箱的视频。
It no longer belongs to us, in many ways, but that’s why we continue to innovate and bring new things to continue the excitement.
在方方面面，Stanley不再属于我们，这也是为什么我们要不断创新，带来新产品，继续让人兴奋的原因。
So we have even more of those videos evangelizing our brand on our behalf, but all organic and authentic.
我们有更多的视频代表我们传播我们的品牌，而且都具有自然性和真实性。
At some point, does that get tricky when you don’t have control of how people are using your products or brands?
在某种程度上，当无法控制人们如何使用产品或品牌时，这是否会变得棘手?
Now, it’s all good, but at some point, are you worried that the TikTokers have more influence in how Stanley is perceived than the company itself does?
现在，一切都很好，但在某种程度上，你担心TikTok用户对Stanley形象的影响比公司本身更大吗？
Sure, that’s always the risk of an incredibly popular brand.
当然，对于一个非常有人气的品牌来说，这总是有风险的。
We see some of that today where the Quencher is not designed to be leakproof, but yet we continue to see people on TikTok literally turning it over so that it leaks, and saying, “It’s not leakproof,” which is humorous in a way, but things like that we would prefer are not on social media.
我们今天看到，一些Quencher保温杯的设计不防漏，但我们仍然看到TikTok用户把保温杯翻转过来，让其漏水，说“水杯不防漏”，这有点儿诙谐幽默，但我们希望这样的事情不要出现在社交媒体上。
They’re accurate, but nor is it something we’re advertising as something that it isn’t.
他们的话没错，但这也不是我们宣传的东西。
So those kinds of things are where it can get a little bit out of hand.
所以这类事情可能会有点失控。
But it allows us to now innovate where we have new things arriving in 2024.
但这让我们能够在2024年推出新产品的地方进行创新。
So as you said, the brand is quite traditional, it had long been associated with sustainability, having one thermos that you never had to replace.
就像你说的，这个品牌很传统，它长期以来一直与持续性--拥有一个不必更换的保温瓶的品牌形象有关。
So how do you stay true to the history when you’re also trying to tap new markets and grow sales? Do you worry at all about losing your core customer?
在努力开拓新市场和提高销售额的同时，如何保持对品牌历史的忠诚呢？担心失去核心客户吗?
Well, certainly, you always want to have that balance and what we’ve heard time and time again is our loyal followers, who are with us for so many years, they’re telling all of their wives and daughters and friends, “I told you Stanley was cool. I knew it all along.”
当然，你总是想要保持平衡，我们一遍又一遍地听到，我们的忠实粉丝，他们陪伴了我们这么多年，他们告诉妻子、女儿和朋友，“我告诉过你，Stanley很酷。我早就知道了。”
And so, we get a lot of those stories. And yes, you’re right.
我们了解到了很多这样的故事。是的，没错。
