Unit 17 such stuff as dreams are made on

1. Pronounce the following words and word combinations. Use a dictionary if necessary.

Metaphor, distinction, digital, noughties, dodgy dossiers, feisty, to revamp, dilemma, heritage, gradually, to alienate, contemporary, malt-based, cosy, creamier, visual, beverage, digestive, venue, iconic, blackcurrant-flavoured, genuinely, aversion, subtly, cacophony, co-founder, unique, equity, irrelevant, cider, deer, palette, to unwind, hectic, ultra-cool, audacity, cautionary, bold, wisecrack.

2. Give Russian equivalents to the following words and word combinations.

To pull out stops, to draw hip crowds, to achieve similar celebrity in the digital noughties, to seem locked in the past, dodgy dossiers, classic bedtime drink, to look up, a feisty attempt, to revamp one’s appearance, sleep-deprived party-goers, stressed-out working mothers, to speak to one’s needs, heritage brands, to proceed gradually, to creep up year by year, to update the look and feel of the brand through fine adjustments to its imagery and tone, to alienate existing customers, to seem wedded to the path of gradual change, to feature the tag-line, mean-minded traffic wardens, steaming mugs, malt-based drink, to dispel common perceptions of the brand, to change tack, eye-catching carton, hard on the heels of the new visual identity, after-dinner digestive, hip London venues, iconic packaging, to run advertisements with chic celebrities, to slip, to mark a break with the past, cider brand, to hark back, unsophisticated palettes, a hectic day, welter of publicity, to tickle the taste buds of the media.

3. Read the text again and answer the following questions.

1. What is marketer’s ambition?

2. How did Jack Straw describe one of the so-called “dodgy dossiers”? What did he mean?

3. When have things started to look up?

4. Who helped Horlicks to revamp its appearance and to convince sleep-deprived party-goers and stressed-out working mothers that Horlicks was a product that spoke to their needs?

5. What is a dilemma faced by many so-called heritage brands?

6. What is the first option for brand owners?

7. Who and how does such an approach aim to attract?

8. What is the other option?

9. Did Horlicks seem wedded to the path of gradual change?

10. When did the company launch a new TV campaign featuring the tag-line?

11. What is their slogan?

12. Did the commercials dispel common perceptions of the brand as a cosy accompaniment to bed socks and lights out at nine?

13. How did the company change the product?

14. What did the company’s public relations agents announce?

15. What are other companies which faced the dilemma of evolution versus revolution?

16. What is the number of brands that can be said to have genuinely reinvented themselves? What are the exceptions that prove the rule?

17. Why do companies prefer to modernise gradually?

18. What is the risk which concerns modernising?

19. What does Mr. Murray suggest for household names in the situation when some firms have a unique equity and others have an iconic identity?

20. What must be done to avoid becoming irrelevant?

21. What is in Horlicks’ favour?

22. What is Mr. Trevail’s opinion?