In 2005 PETsMART rebranded itself PetSmart and embraced a new concept and image which focused on "pet parents" and the trend of humanizing pets. It introduced a major television ad campaign appealing to pet owners who treated their pets as children or considered them family members. The rebranding emphasized the company's focus on being a petcare company which provided services as well as numerous specialty products rather than simply being a big-box discount mart. A new store format, including revamped signage and displays, easier navigation, and in-store pet training centers, accompanied the change in focus. PetSmart tightened its focus further in 2007 by exiting its equine business.