Two things to expand on this, albeit 3 years later. If you imagine 3 circles one inside another and label the inside WHY?, the middle HOW?, and the outer most WHAT?. You want to market from the inside out, why YOU make the product, HOW does is benefit the consumer, WHAT is the actual product. With that in mind watch an Apple commercial and you can see how they are really really successful at this.
The second thing is don not for get your market curve, an upside down U. At the left end of the U there are the innovative consumers(those people willing to camp out for your product release date). Then the early adapters(will tell everyone about your product) and the late adapters( this is the biggest chunk and can run from halfway up the left side the right side tail end). At the very end of the right tall is the "Have To Adapters"(this is where you hope and pray all the big names fail and you pick up their customers because you are the only one making the particular product). late adapters and have to adapters are not going to be your focus, there are just too many competitors in this market.