When there is little competition, business is easy and brute force advertising, using lots of money, works. But, when the going gets tough, brute force is destined for failure.
When the competition intensifies, differentiation decides success or failure. A few large companies may survive by increasing brute force, but most will fail. Companies that differentiate themselves and their service or their products will not only survive, but will succeed.
When the first IBM PC came on the market, there was little competition and IBM had the funds for brute force advertising. When the competition got tough years later, brute force advertising stopped working and instead of differentiating their product, IBM simply pulled out of the PC market.