What do Google, Cisco Systems, Microsoft, Xerox and Vocollect have in common? At some point in their brand history, each of these companies have become the de facto standard in their industry. Achieving this goal requires having a vastly superior product and/or some major network effects.
In essence, reminding customers that you are the industry standard is not inwardly-focused marketing (which would be a bad idea). Rather, the idea is to remind prospective buyers that nobody ever got fired for buying Vocollect Voice(R). That's not something our competitors can say, by the way.
Sometimes, the de facto standard occurs because there were not other options to choose, but I have found more often that the de facto standard is, frankly, better.