"What specific memes to treat as central" is very important part. I would say this is the part where many memetic wars are won or lost.

If you allow pro-X people to design the official definition of X, every time you use the definition you automatically provide applause lights to X. If you allow anti-X people to design the official definition of X, every time you use the definition you automacally provide boo lights to X.

A typical pro-X definition of X is something like: "X is a movement of people who want happiness and cookies for everyone". Far-mode applause lights; omitting the controversial details.

A typical anti-X definition of X is something like: "X is a movement containing evil low-status people (here are some extreme examples)".

For any group consisting of humans, you can create both definitions, and then pro-X and anti-X people will disagree on which definition is the correct one. The group more successful in popularizing their message has essentially already won.