Most startups struggle to get awareness. A very abstract tag line (e.g. "Do it the fun way") doesn't really help with that problem. Your customers are different too -- a "mainstream" audience is more moved by what feels good than early adopters (who, generally speaking, are trying to satisfy a "pain point").
Apple in 1997 was very well known. They were competing with PCs in a technical way (e.g. faster computers), and it wasn't working very well. Their shift in marketing was to build a stronger Apple brand and make more of an emotional pitch. It turned out to be a more powerful differentiator and was longer-lasting than focusing on the benefits of a particular product.
Most startups struggle to get awareness. A very abstract tag line (e.g. "Do it the fun way") doesn't really help with that problem. Your customers are different too -- a "mainstream" audience is more moved by what feels good than early adopters (who, generally speaking, are trying to satisfy a "pain point").
Apple in 1997 was very well known. They were competing with PCs in a technical way (e.g. faster computers), and it wasn't working very well. Their shift in marketing was to build a stronger Apple brand and make more of an emotional pitch. It turned out to be a more powerful differentiator and was longer-lasting than focusing on the benefits of a particular product.