In the new book, "Obsessive Branding Disorder," author Lucas Conley dissects the "the illusion of business and the business of illusion." Conley, a contributing writer for Fast Company magazine, says companies are desperate to capture the interest of fickle consumers. More are increasingly relying on image makeovers to boost their businesses; often more than the harder work of actually improving their products, he argues.

Here, in his own words, he offers us 10 brands that have stayed in the fridge well past their expiration dates: