"I hate when a company is the something for something else. Be unique."

While I'm with you on the concern with the tainted associated, I couldn't disagree more with the above sentiment. Conveying something in a few words incredibly powerful and incredibly hard... Starting with something your audience is familiar with is an incredible asset.

It doesn't cheapen the movie "Alien" to pitch it as "Jaws on a spaceship". (hat tip to the book "Made to Stick").