i keep contradicting myself but i pulled this off the web and agree. “A tagline is just another tool for audiences to easily remember what a brand stands for and communicate the organization’s values. First and foremost, before trying to answer the question “Do we need a tagline?” is to answer “Do we know what we stand for?”” in this case privacy, security, and freedom for all really does represent the values of the network and because that is so well defined it does make sense.
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I agree most people care generally about Privacy and Freedom, but in the context of the Internet … I think most people are at most mildly concerned about the CIA monitoring their porn predilections, and again, most don’t actually feel “un-free” on the Internet. So I’m not sure how much the language is actually doing.
For SAFE plastered over everything, as mentioned, I think repetition is in this context effective.
One other note: I’ve worked as a literary editor, for a magazine and publishing house, for most of my adult life, so spend way too much time creating and analyzing language like this. One concern I have in general about process like this: that they can become too intellectualized. As an example, I recently co-edited an anthology with two other people, and in the process we had to choose a title. The title (my veto was overruled) is imo a long, garbled, overthought mess. My advice (fwiw, maybe nothing 
) is to trust your instinct, and more or less ignore your intellect. Intellect informs instinct, but can create hybrid, overthought monsters if given too much latitude in decisions like this. I like “Safe Access For Everyone.” My emotional response in reading that strapline is more positive than in reading the second option. I like the second option, but I’m going with my gut.
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I would like to see “made simple” tacked onto the end.
So
- Secure Access for Everyone made Simple
- Privacy, Security, Freedom made Simple
Its a Strapline for the public after all. Too many times has a product been put onto the internet and we’ve gone “How difficult is this going to be to use, glad I’m experienced” And the general public just look and say waste of time - too hard. By adding “made Simple” we hopefully hit on one of the main selling points of SAFE. Click and use.
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But we’re not really talking about ‘most’ people are we? A tag line won’t get ‘most’ people into your product, network effect is what drags the herd in eventually. The tagline needs to get those who will be trailblazers interested and engaged. Concepts like ‘freedom’ do that much better than ‘safety equipment’ imo. America sells itself as land of the free (exciting), not land of the safe (dull).
Both my instinct and my intellect point me to PSF or a third option over explaining the acronym in place of a distinct and exciting/engaging tagline 
Quite like this… heading towards a better third option also seems like it might be a good direction to investigate for a while.
Thanks @Krekc - I have changed my vote to “Other” as suggested because I prefer
SAFE Access For Everyone
I’d like to suggest a re-run of the poll because for “Other” to win people have to read your reply and many will only read the OP and vote rather than consider this option.
It does seem to me as if a number of people are voting other for this reason too, but I think maybe some who would have also voted for “SAFE Access For Everyone” will not have done so.
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I’m concerned that adding on “Made Simple” works against its intended effect. I think actually making the strapline simple works better. I like the idea, but the impact becomes diffused imo.
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So this would be “SAFE: SAFE Access For Everyone”? Not sure if I’m reading/understanding this right.
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Even sticking the word ‘freedom’ into SAFE feels way more exciting a prospect to me personally.
“Secure Access; Freedom for Everyone”
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I think more:
The SAFE Network
Safe Access For Everyone
or perhaps
SAFE Network
SAFE Access For Everyone
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Be careful that we don’t get “too many SAFEs spoil the broth” Or was that cooks?
I just get the feeling that saying “SAFE … SAFE … Everyone” is going to work for some but be a turn off for others. Is this real or snake oil is what I would think if I didn’t already know what SAFE is.
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I can’t sleep now for thinking about this lol.
Ok, so one more point to make before I can rest.
We need to understand first what exactly we want this tagline to do for us before we can agree on it. There seems to be a fair amount of talk and thought around the idea hat the tagline should describe what the network does in some way. I really don’t think that’s necessarily the case.
I think the tagline needs to make people WANT to learn more about what it is. It needs to engage their interest, not tell them what it is. ‘Just do it’ doesn’t tell you anything about Nike, but it’s a call to action and speaks of energy and positivity, as well as subtly implanting/enforcing the closing ‘buy’ signal for a customer in a shop.
I’ve now changed my vote to ‘neither’ because I’d much rather see us go for something that piques curiosity and interest (cryptic sometimes beats clear on that score imo) rather than tries to explain a complicated idea in a few words.
#SAFE
“Freedom is a choice”
or some such…
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OR
SAFE
“Now you can choose Freedom”
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Yes, I like it, anything simple with the word ‘freedom’ in is likely to get my vote 
That’s the exciting why behind all of this imo, freedom = power
#SAFE
Where you hold the key
#SAFE
Choose freedom
I’m sure if we all get the creative juices flowing one of us will stumble across a line that really works well and excites/engages.
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I know this thread is about a “strapline” but I have to agree with @Blindsite2k.
Personally, I cannot support (Safe) Access For Everyone because someone could easily assume the Network will “protect/prevent” them from negligence or bad judgement. I’d rather under promise and over deliver. The Network will (Secure) your data, nothing more.
Marketing is a double edge sword. I don’t want people to feel comfortable in being irresponsible even though we gain mass adoption… because it can also turn into a PR nightmare.
This is why there are so many WARNING labels on products. Just saying…
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Another reason for a cryptic call to action over an explanation of what SAFE network is about imo.
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Agreed,
I always spell out what SAFE means when I’m talking to new people.
And the words I use are “Secure Access For Everyone.”
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I think this is really important (not joking). One idea: Wait a week, and see which strapline you immediately remember, or remember first. My guess is that it would be the first. (This is maybe not fair, since the two options have different histories, but I think the principle still holds true, and would have the same result if we were confronted—cold—with both options, then waited a week …)
IMO the two best straplines are:
Nike: Just Do It
RAID: Kills Bugs Dead
Both are very short, cohesive, and immediately memorable.
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I would go with something that people can relate to immediately without the need of cognitive gymnastics (useful tip: people don’t like to think. You mustn’t confuse mysteries with riddles.)
If you want to transmit a message, make it clear and concise and maybe piggybacking on buzzwords if it concisely describes you, so you avoid explaining it all over again. (second useful tip: common people tend to be neophobic)
Also it must transmit concrete ideas of what it is, not abstract concepts of “freedom”, “security”, “freedom” yeah, but what does it do? what is it?
So with that in mind, and considering the values that MaidSafe and SafeNet represents, I think it would be more relatable for the wide audience a slogan such as:
“Your cloud, your freedom, forever.”
PS: Personally I would love to see the acronym SAFE to be changed to Safe Access for Everyone, as I dig recursive acronyms, but that is the geek in me but if we were guided to what our geek minds crave, we would only be focusing to that niche. If you want to approach a wider audience, well, you got to think what gets to them.)
SAFE - Pack your data and join us.