The new entrepreneur might not have enough money for advertising but anyone can afford to create a statistical report on their product, or conduct a one-hour survey and send the results out to their local paper. They can do it overnight and it will result in free press coverage -- much more powerful than advertising.
Meanwhile, your big competitor is still discussing the idea in a meeting, running it by a committee and sending it to attorneys for review.
It's easy for small-business owners to personalize their brand. They can dress as a hot dog, wrap themselves in cotton candy, and stand in the local parking lot handing out free samples.
Personalization is the easiest way to get yourself noticed and stand apart from the pack.