Remarkable

Seth Godin @ TED '07:

The thing that decides what ideas get talked about, what gets changed, what gets built is "is it remarkable?". Remarkable is a great word. We think it means: "Is it neat" - but it really means - "Is it worth making a remark about". And that is the essence of idea diffusion. 

Takeaway: Marketing a product is a whole lot easier if the product itself is remarkable. 

Also, interesting is the practice in the entertainment industry to have a "One Sheet"

from Wikipedia:

 one-sheet or one sheet is a single document that summarizes a product for publicity and sales. Often comprised of both images and text, one-sheets typically serve as a way to introduce the unfamiliar reader to a particular artist. The name of the artist (and perhaps the title of the release) will appear prominently.