Check out this site.  Talk about looking at a market, figuring out what the demographic is and NAILING it.  This is one of the coolest uses of the web as a simple marketing tool I’ve seen recently.  Just a very attractive site that really shows what the brand is without a whole lot of copy trying to TELL you what the brand is.  Very, very well done.  (A side note, it’s also fairly important that they show rather than tell because the copy is pretty rough, i.e. good English translator might help out…  that was the one bummer.)