You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Mini Cooper's Road Map To Fending Off Surging Rivals Brand Plays Up 'Not Normal' Roots To Stand Out in Crowded Market By Michael McCarthy, Published on August 15, 2013 5 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.