Torani, a coffee flavoring syrup company founded in 1925, stopped innovating and reinventing itself, which caused its brand to become generic. In the mid-2000s, it shifted its business model, defined its brand and story, leveraged partnerships, used fast prototyping, and focused on its core products and culture to bring its strategy to life. These changes led to 4 years of double-digit growth by 2012 and continued success.

3. Which
Innovators
stopped challenging
their
status Quo?

4. Growth hides many sins
Started as Brand Didn’t Stopped
pioneers Becomes connect the reinventing
generic dots

5. What do they have in common?

6. 1925 1933
Founded by Rinaldo Prohibition ends
and Izilda Torre in
San Francisco

7. 3 1982 1991
ends started developing in Melanie Dulbecco came
coffee flavoring to Torani
syrups

8. 1991
7 employees
1 million sales

9. 1992
co came We totally shifted
ni our business model and
placed a BIG BET

10. Keys to our success
CLEVER Cultivate Tons of New Retail
Branding Coffee roasters New Flavors Customers

11. 2006

12. MiD-2000s
What’s ON WHAT Popular Who's TIME
EVERY TV Show 2006 Person
CORNER? Ends? of the year?

13. Growth
hides many
sins

14. What
happened?

15. Stopped
Reinventing

16. didn ’ t
connect
the dots

17. Brand became
diffused

19. 2012

20. when you
are in
triage
mode
where do
you start?

22. define your
brand
(especially if you don’t
have time)

23. Torani Torani
Torani Torani! Torani
Torani
Define the Brand & Story

24. roadmap
to
guide
innovation

25. core products

26. ahead

27. “we are not
alone”
Leverage
partnerships

30. Fast
prototyping

31. Culture
brings
strategy
to life

33. Continuous
learning

34. Online business is
+ 60%
this year

35. All divisions and
product lines
are growing for
4 years of the second year
double-digit in a row
growth
2012
We are on a
ROIC healthy
and back to new growth
double-digit curve
percentages

36. Partners in our success
 Deviate Marketing: Brand Strategy
 Kicking cow: experiential agency
 Gamechangers: product innovation
 Creativore: Foodservice agency
 Swirl: Consumer Agency