Within the more advanced corporate marketing communities, there is an understanding that explaining your service or products in terms of “faster, better, cheaper” leaves you open to direct attack from your competitors. No matter how fast or how much better your offering, it’s only a matter of time until your competition “one ups you”! One saying goes, “There’s no sustainable technical advantage.” Rather than highlight “speeds and feeds”, enlightened organizations focus more on the value of a product or service, described in terms that are familiar and meaningful to the target users.
So, I can already hear you ask yourself, why is this guy talking about marketing techniques in the same post with the National Broadband Plan?? Well, thanks for asking!