Before you start to market your new concept product you'll need to cover a few bases.
Brand = Target Market + Category + Point of Difference
Target Market: Who is my customer? Where can I find my customer? If you can't answer these questions you're not ready to market. You have do break down the population in definable segments. Then you have to come up with explanations about how people a segment behave and purchase products.
Category: Your have to define your product in terms that your target market can understand. The iPhone is a telephone, first and foremost. It has all of these cool functions and fringe benefits, but its primary function is a communication devise. With your new concept product, its going to be hard to categorize. You'll have to educate your target market. What is the product used for? This is know as pioneering (making a new category). Your marketing campaign is two-fold, educational + promotional.
Point of Difference: Why should your target market use your product instead of your competition's product. Your point of difference will be the platform of your marketing campaign.
Once you've covered these bases, your marketing strategy will be easier to formalize.