Believe in what you are doing, build great stuff and sell the hell out of it.
That is what Apple does. For a quick and funny snap shot of their recent release of the new MacBook Air check out the video below. And then read the quick summary on TechCrunch.
In today's market - product is marketing, marketing is product. When you realize that and break down silos between product development, design, research and marketing you get a team working seamlessly together with a shared vision and focused goal. The result is the video below.