The kiss of death in advertizing is what they call "me too", or when a product is thought of, anothers version rises higher than yours. The "Me too" syndrome is what drives many advertizers in mature markets (like insurance). If you notice , their ads are completely stuffed with gimickry and australian accented lizards or are busy telling us how their company saves the most money.
Its hard to distinguish your product or service unless its in a niche of its own. AS far as I can tell, only Apple computers, Barrett rifles, the Lamborghini Tractor Company,Hydropunch drill rigs, D'Arches watercolor paper, and Hostess Twinkies share the gift of "unique niches".
Xerox uswed to but they somehow lost the edge. Kodak and Polaroid used to also but, like Conestoga Wagon wheels, they were successfully chased down by obsolescence.