Branding and positioning almost always involve theft and warfare.
The meaning of your brand and the “position” you want in the minds of consumers is usually already occupied, or at least contested, by another brand. Somebody else owns, or is trying to own, what you want because there are only a few positions worth owning. If you want to plant your flag on a certain piece of mental real estate, you’ve got to remove the flag of your competitors first. Either steal the land out from under them or fight for it: theft and warfare.