It was talking about Dunkin' Donuts going after the Starbucks market. This could be applied to you and your struggle to be #1. Think about the example of how Troy is going after TruGreen.
If you want to stand out, you have to be different from the leader. A national brand can't promote a locally owned feel to it's company. But you can.
Think of ways you are different from your competitors and then promote those differences. Make it the reason why potential customers should turn to you for service.
The biggest mistake you can make is trying to go head to head with a larger and better financed competitor. You just can't win that way. Find your difference and then hammer it home in your marketing.
In the past few years, Dunkin' Donuts has been chasing the latest trends, adding bagels, muffins, hot sandwiches, high-end coffee and a variety of, non-fat, low-carb items. All products for which they have no credibility.
What should the new owners of Dunkin' Donuts do with the brand? Well, I believe they do have credibility in coffee, but not the Starbucks stuff. They need their own coffee twist. They need to be the opposite of Starbucks. Strong No. 2 brands don't emulate the leaders, they become the opposite.
Listerine was the bad-tasting mouthwash, so Scope became the good-tasting mouthwash. Home Depot was male and messy, so Lowe's became female and neat.