Component 4 is, once again, an area where Apple is second to none.
Component 4) Make your message memorable.
I already mentioned the iMac "Three steps to the Internet" slogan. For the iPod it was “1,000 songs in your pocket”. "The computer for the rest of us" was an effective slogan for the amazing 1984 introduction of the Macintosh.
But Apple did more than invite. They enticed people to join the Apple counter culture. For a company that once flew a pirate flag over their corporate headquarters in recognition of Steve Jobs' famous question, "Why join the Navy if you can be a pirate?" there was better gold than pirate gold to be had. That gold came from going mainstream. Apple's ability to slip quietly into the mainstream without losing the excitement of being part of the counter culture is nothing short of astonishing. I doubt it could have happened in other generations, but Mr. Jobs was part of the counter culture generation that went corporate and he was able to make that work for Apple.
More on that in a future blog.
An excellent article on how the "Think Different." ad campaigned turned around Apple: http://lowendmac.com/orchard/07/apple-think-different.html