Power of story
At first, I did not like the Touch Wood phone by DoCoMo. However, an ad introduced by the Core 77 website changed my view completely. In the ad, a wooden ball plays Cantata 147 as it rolls down the wooden xylophone in the forest.
Interestingly, I found this product more special after watching the video about how the ad was made (http://answer.nttdocomo.co.jp/touchwood/?banner=dcm3#making). People may consider a product special when they know of any behind story about the product; how it was developed (e.g.,Wii Balance Board), how its ad was made, or how people work together or compete against each other to develop it (e.g., Social Network). This suggests that the process that designers go through for developing a product, if released appropriately, may be able to benefit the market performance of the product.