I really liked the page of @Karim - even if it is a working in progress and some parts are clear mock-ups, but it shows a clear direction I have not seen for long time. It is also clearly targeted to developers, which helps the messaging ( and for me, Polkadot is an infrastructure project and it should be targeted for builders*).
Regarding the messaging, when I saw it, this clearly come into my mind, as time to time, I have the unhealthy habit of checking how others do:
No offense, maybe it was on the back of the mind, maybe was a indirect inspiration or maybe was direct. But when I read this Solana slogan - first thing you do when you enter their page, i have clear which is the primary focus ( builders ), and which is the benefit and/or mayor selling point of it for the rest.
For me the slogan of works partially ( I found Freedom vague ), but I admit that is a advance compared current slogans that are too generic than they don’t mean anything (Unlock tomorrow could be used for pensions funds advertising and so on). More bravery is needed.
The key here maybe is not “how we define Polkadot” but “how we want to define Polkadot” - in few words. Imagination, audacity, purpose is need to find these 6-8 words. @Karim goes into the right direction.
*I am of the opinion of focusing messaging and communication in builders and developer communities, as Polkadot is an infrastructure mainly. Later on, the dapps and rollups will need to go the hunt of the end user, not us. And about the generic messaging of polkadot as a cryptocurrency, I would like not even to start …