The category of soymilk is dominated by a Big Fish—Silk. They own 80% market share. Yes! That's 80%.
Yikes. Now, that's the kind of Big Fish Adam Morgan talks about in his book “Eating The Big Fish; How Challenger Brands Compete With Brand Leaders”

This is all about positioning. And (Quantum's favorite word) Disruption!

Silk's positioning is professional yet impersonal & unemotional, which may be fine for the brand leader.
But, it does leave an opening for our Challenger Brand–8th Continent Soymilk.
The new web site Quantum created takes the family positioning. As you know, a position must be relevant, be ownable and resonate with the prospect.