Words used to address people, describe clients, etc.
e.g. sir/ma’am, first name calling
Leaders use phrases and metaphors as cultural symbols
e.g.. General Electric’s “grocery store”
Language also found in subcultures
e.g.. Whirlpool’s “PowerPoint culture”
Slogans
E.g. Nokia Connecting People
E.g. founders as Tom Watson of IBM, Bill Gates of Microsoft