Storytelling.
Marketing is all about storytelling, it creates an interesting and attractive story which leads people to find and discover your service and product.
The product is about storytelling, too, people get into the story should start from the moment they opened the box, the way they open, hold, touch and feel about your product should be a part of the story you are trying to tell people. The story is letting people feel, like they are inside the story already, not simply written the story on the box cover or the menu, people will remember the story and the impact, not the letters, you can also call this, experience.
The product design about feels the contain not read the contents. A good product makes people enjoy, so be aware why. If you successfully bring the story into your product, and people felt the same way like what you created for, it will be a great product and will be last for a long time.