If you are a marketer chances are you lie to yourself all the time. You say you understand building an emotional connection with the consumers is important. That you understand selling benefits is more important.
But look at your communication materials? The features are always there as main points. And it is there because deep inside, whether your consumers do it or not, you are hoping they will compare you to your competitors. And you hope that by comparing, they will know the truth that your brand is better.
What do you think they will read?