This new use of existing vocabulary is itself entirely human: the repurposing of existing structures for something new.

FORBES: Your Brain Was Made For Visual Modeling

The use of a pretentious private vocabulary reassures authors and readers that they are initiates in an exclusive sect.

ECONOMIST: Radical protest

But scientists were struck by the rich vocabulary of gestures chimpanzees use.

FORBES

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