Back in 2006 I had a hard time explaining what CrossFit was to people.
As time went on, other brands emerged like P90X and Insanity - the best selling at home fitness DVD series to date.
So I would brand against those brands...
"Well CrossFit is just like P90X, except it's blah blah blah...."
It's a marketing tactic that companies have been using forever - comparing yourself to your competitor and emphasizing your pros vs their cons.
Now while this is a tactic, it is certainly not a long term branding strategy. But recently some of my brethren have grown upset with the way Urban MVMNT has been branding against CrossFit.