Rationality, Relevance, Rey the dog

New York Times reporter Rob Walker's dog, Rey.
www.robwalker.net

Reaching design-driven consumers: find products that appeal to individuality and yet create a "tribe" around them, like the iPod. Interesting products are able to create relevance in completely unrelated populations—Red Bull appeals to clubbers, gym members and Wall Street.
Even a vacuum cleaner or a water bottle can develop a fan base and generate irrational enthusiasm that reinterprets the product, breeding subcltures and customizers.

If you achieve this with your product, enjoy the success but be prepared for the inevitable backlash.