When there are several big players in a market, it’s just that much harder to get an edge.
I’ll generalise from a sample of one (me!) to say that there isn’t much between most of the big brand FMCGs, telcos (pick any other category that's cluttered) as far as their brand communications go. None of them really stand out.
That’s probably because, (ironically?), most of these big players do market research.
To understand their respective target markets, it's likely that they're asking the same sorts of people the same sorts of questions. And so they should. This kind of research is fundamental.
But while I’ve no doubt that the majority of these companies’ communications are based on sound consumer insights, the problem is that they’re all based on the same (or very similar) sound consumer insights. So you end up with parity of sorts.
Beyond a salient creative execution, it’s no wonder that no one’s really standing out.