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.