There's a fantastic podcast/interview here with top science fiction author Rudy Rucker. Two bits of language appropriation stuck out for me.
He talks about gnarly computation, using gnarly to "suggest a kind of pattern characteristic of living beings, somewhere between simple symmetry and total chaos". That might be what I'm trying to get at when I talk about the complexity brands should have. (Quote from here.)
And he talks about SF power chords, based on those riffy, powerful chords heavy metal bands use. He's getting at the really big hitting, genre-defining ideas that sometimes seem a bit cheesy but actually always work. For SF he lists them as:
blaster guns, spaceships, time machines, aliens, telepathy, flying saucers, warped space, faster-than-light travel, holograms, immersive virtual reality, robots, teleportation, endless shrinking, levitation, antigravity, generation starships, ecodisaster, blowing up Earth, pleasure-center zappers, mind viruses, the attack of the giant ants, and the fourth dimension
It'd be worth thinking about what the power chords are in whatever you're working on - and are you just avoiding them because it's unfashionable?