If you create something capable of meeting needs (product) and use frame metaphors with supporting phrases or vocabularies that define a space (category or subcategory) such that it targets or have particular meaning, value or importance for some people;  affect or appeal to these people in emotional, social or self-expressive ways, customers will knock your door. Consider these:

/ Luna introduced “Energy Bar for women”.

/ Dettol reframed the skin-jelly space to include “Anti-bacteria Skin-jelly”

/ Oral B fragmented the toothpaste category by including “Strong Teeth”.

/ Airtel reframed the internet data-plan arena to include: “Android Plan”, “Facebook plan” etc.