I don't see many startups who display evidence of holding the belief that "marketing is about values". There's a lot of focus on making something useful, but not telling a story that will resonate with a human being's heart. I wonder why this is...
With Apple, a lot of their advertising focuses on what's different about them but they tell that narrative in a way that conveys that they came to this conclusion (aka the product being sold) by thinking about the problem in a way that hadn't been thought about before. They are still narrative but they have to make it believable in a different way.
A lot of others are doing the same but usually not doing as good a job on the latter, but they still focus on proving what it is they value, by the decisions they make in building the 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.