Adam Zuckerman is a blogger and people connector inspired by the intersections of business, law, media, technology, and all things outdoors.

The best products in the world can fail with lackluster branding and marketing. Even some of the most successful companies of all time have experienced this phenomena. Take Coca Cola’s New Coke, Pepsi’s Crystal Pepsi, Google’s Wave, Microsoft’s Zune, and Apple’s Newton for examples.

On the other hand, products that many would pass over at first glance frequently enjoy great success with innovative branding. One such company, White Wave Foods, (owner of the Silk family of products), knows this all to well. Made from soybeans grown without genetic engineering in North America, not a single product in the entire Silk product family contains dairy.

Their soy milk, for example, is a stable emulsion produced by soaking dried soybeans and mixing them with water, vitamins, and other goodies such as antioxidants and minerals (see how they do it here).

 In other words, soy milk isn’t milk at all. Plain and simple, it’s soy juice. (Doesn’t sound too appealing, does it?) (more…)