That´s really not how things work. It´s not only Coke. Most enterprises changed their strapline at some point. Why? Because the old didn´t quite work out with what they wanted to convey.
If we cant come up with the criteria for a good tagline theres a bigger problem here.
The reason why we don´t come up with a solution here is because the group here is not a bunch of professional marketeers (and that´s totally fine). As you say…
This is a science and needs professional guidance.
Technically, you are correct. However I disagree that this is
as crucial to the success of maidsfafe as anything on github.
Point is: apparently there is already a strapline that most people go along well and it is SAFE/Secure Acces For Everyone. If that is something people can come along with, fine. Currently it is more important to have a product that runs under this strapline than a strapline to market a non-existant product, at least that´s how I think we should set priorities. Professionals cost money that this product desperately needs to be a product at all. If there was more money in the warchest, I would fully support your argument, but this is unfortunately not the case.