Sometimes it's easier to define what you are as a brand by comparing yourself to what you're not. I call this "The Rub Factor." You pick a familiar entity - one that's spent years defining what it stands for - and rub the other way to position yourself as the desirable opposite. The Mini did it when they ran a billboard that said, "The SUV backlash has officially begun." In that one bold statement, they communicated that the big, old, gas-guzzling era was passé and the hip, small, powerful driver's motorcar - The Mini - had arrived. 7UP did it years ago when they called themselves the "Uncola." Since everybody knew what a cola was - a dark, heavy, syrupy, sweet soda - they could quickly understand that 7UP was a lighter, brighter, more refreshing citrus drink. The "Supermarkets are for people, PETCO is for pets" campaign is a provocative way to remind our pet pampering customers that their favorite supermarket was built for them, not their pets, and does not have the quality food and supplies that PETCO does. To define a brand can take years and many millions of dollars. But by using "The Rub Factor," we can position a brand practically overnight.