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When
Cool Goes Cold
"酷"变冷的时候（2）
副题：Nike
was a marketing MVP. But with its image, brand and business under
fire, a company and a CEO with a sense of mission are suddenly reeling.
耐克曾是销售业的"巨人"。随着其形象，品牌和生意受到的责难，耐克公司和它的身负使命感的首席行政官突然感觉到"霸主"地位不稳了。
[9]Knight acknowledges『承认』the challenge.
"We have to be beautiful as well as big," It's no mean
feat『功绩；业绩』, says Scott Bedbury, former global ad chief for Nike.
The "Worst-case scenario『事态；局面』would be to become Microsoft,"
says Kevin Keller, a marketing professor at Duke. Best case: be
like Coca-Cola. "They're everywhere, but no one seems to resent『愤慨；怨恨』them
for it."
[9]奈特承认存在着挑战。他说："我们的产品必须又多又漂亮。"耐克公司全球业务前负责人斯科特·贝德伯里说，要做到这一点谈何容易。杜克大学销售学教授凯文·凯勒说�"最糟糕的情况是成为像微软那样的公司。"最好的情况是像可口可乐那样。"它们无处不在，但好像没有谁因此对它们不满。"
[10] One answer is to play down『贬低，降低重要性』the
Swoosh, and some Nike watchers say it will do just that. Nike is
marketing new products, including its ACG (All Condition Gear) line
for hiding and outdoor styles.
[10]一个办法是别再突出它的"疾风"标志。一些观察耐克动向的人说，它正要这样做。现在耐克公司正在销售一些新产品，其中包括旅游鞋和户外运动鞋－推出的ACG（全天候运动鞋）系列。
[11]Nike's genius『天资；才能』has been its "strong,
intuitive『直觉的；有直觉力的』sense" of the brand, says Keller. But with
the loss of some of Nike's top marketers in the last few years,
he wonders if the newer people can "tap into" that understanding,
"almost a genetic『基因的；遗传的』code."
[11]凯勒说，耐克的过人之处在于它对品牌的"直觉"。但是，在过去几年中失去了几位营销高手之后，他怀疑新上来的人能不能获得那样的理解力－"那简直是一种遗传密码"。
[12]Nike's ace in the hole『密藏的王牌；应急手段』is
Knight himself. Charismatic『有魅力的；有吸引力的』and down to earth, Knight
still lives in the house he bought 25 years ago. "He's the
kind of guy who leans in when you talk," says Blumenauer. Knight's
deep passion『热情；恋情』for Nike means he will fight hard for it. "I've
always thought that Phil has three children-two sons and a brand,"
says Bedbury. "Never underestimate『低估；估计不足』a father's love
of a child."
[12]耐克公司最厉害的王牌还是奈特本人。奈特既有感召力，又谦逊朴实。他至今仍住在他25年前买下的房子里。布鲁梅瑙尔说："他是那种肯认真听你讲话的人。"奈特对耐克公司一往情深，这意味着他会为它而努力奋战。贝德伯里说："我向来觉得，菲尔有三个孩子－两个儿子加上一个品牌。人们决不要低估了一位父亲对孩子的爱。"
【额外成就感】
The lawyer's ace in the hole was a secret witness who had seen the
accident.
（那律师手中的一张王牌是目击那次事件的一个秘密证人。）
He knows something about the boss-that is his ace in the hole.
(他了解老板的一些事情，那是他应急时要打出的王牌。)
They underestimated the difficulty of the task.
(他们低估了任务的艰巨性。)
Never underestimate your enemy.
（永远不要低估你的敌人。）
【疯狂翻译练习】
1. Knight has often talked of sports as a force for good, and of
Nike-named for a Greek goddess-as a force behind that good.（5）
2. "We will mature with the inexorable penetration of sports
into the global psyche."（5）
3. The "Worst-case scenario would be to become Microsoft,"
says Kevin Keller, a marketing professor at Duke. Best case: be
like Coca-Cola. "They're everywhere, but no one seems to resent
them for it."（9）
4. One answer is to play down the Swoosh, and some Nike watchers
say it will do just that.（10）
5. 两年来，耐克公司一直与批评它在亚洲的雇工政策的人进行斗争，现在这一斗争再度白热化。（2）
6. 管理方警告说要临时解雇人员但是没有透露名单。周三，250名雇员被通知临时解雇，震动了其他的员工。（3）
7. "最糟糕的情况是成为像微软那样的公司。最好的情况是像可口可乐那样。"（9）
8. 耐克公司最厉害的王牌还是奈特本人。（12）
9. 人们决不要低估了一位父亲对孩子的爱。（12）
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