As well as containing a core vocabulary the system could be customised to the patient's individual circumstances.

BBC: Computers speak for intensive care patients

This information will be used to form a 'core vocabulary' of phrases that all patients will use.

BBC: Computers speak for intensive care patients

Each of these entities have core principles, icons, rituals, a specialized vocabulary they use to describe themselves, a paradoxical ideal they struggle against, as well as a founding mythos and leader.

FORBES: Branding The (Un)Brand