Do you know what makes your brand special? Sometimes, you're wrong — and the "special sauce" you cling to can actually be holding your company back. That's the story of HiBall, an energy drink that was struggling to gain traction... until they rethought a critical part of the brand. Sales went through the roof, and the company was sold to Anheuser-Busch. Here, HiBall cofounder Dan Craytor explains what happened.

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